Lot of journalists/reporters are still trained and required to write stories such that it fills X pages. This could have been necessity on print media but its outrageous on electronic screens. My hypothesis is that people skim on electronic screens more because there is always something else available if current piece is on some word count rampage. This article itself is so fluffy and the reporter could have explained core idea and results in one paragraph but instead they like to play this game where reader must spend a lot of time and attention before secret is revealed.