Point is, there's some black box, lay-version of playing with prompts, and there's a real study of how the prompt affects output by people who understand the workings of the model. Presumably they're hiring for the latter and not some kid with intuition, and therefore the headline is sensational because the story is that a job for a highly educated and specialized scientist pays well.

Edit: but when you read the ignorant comments like

  It's possible that prompt engineering will become the next higher level of abstraction above scripting languages, which means it will have its own ecosystem develop around it while introducing a new audience to the technical domain. 

It's clear that some people think prompting is really a dark art and not something that people could actually understand how it works. It's indicative of the overall ignorance around what llms are (like the deterministic guy in the sibling comment)