Compare also bloggers who intentionally oversimplify and make small errors in their headlines/articles, guaranteeing more attention via outrage-forwarding, a vibrant comment section, and 'hook' for a followup post that extends/clarifies/apologizes.
Strightforwardness is good for many things... but not memorability.
Similarly, there's some research that less-legible text is recalled better: http://bps-research-digest.blogspot.com/2010/12/harder-to-re...
Compare also bloggers who intentionally oversimplify and make small errors in their headlines/articles, guaranteeing more attention via outrage-forwarding, a vibrant comment section, and 'hook' for a followup post that extends/clarifies/apologizes.
Strightforwardness is good for many things... but not memorability.