I have a theory that a lot of journalists really wanted to be novelists. When they get a chance to write a long-form article they can't resist the urge to flex their stylistic muscles; "look at me, I'm a Serious Writer".
So that's what journalists are measured by these days apparently, how long a piece can keep the attention of a user.
Ironically she worked for what I would consider one of the best players in terms of not writing attention grabbing BS. (I won't mention which here)