When someone sees the headline, the natural impulse is, "I wonder why they called it Blade Runner; if I click the link, it will tell me." But ten long paragraphs into the piece, there's no sign of an answer.

I guess you had to read the whole thing? The title of "digging into the odd history" suggest that it's going to be a tale. History doesn't exist as simple quick answers.

Sure, but I think a lot of people who saw the headline were only interested in the simple, quick answer, which was certainly enough for me.