When the barometer drops, the hyperbole rises, and meteorologists aren’t happy about it.
Loathe as I am to agree with anything the Grey Lady prints these days (quality and internal ethics have really gone downhill), I do have to meteorologically agree with some of the article: using copious amounts of techno-jargon does not impress the audience. It turns them off, and an opportunity to help more people understand science is lost. Inviting the audience along, offering to explain what the situation is without trying to bowl them over with how erudite you may be is what I've found to be the most well received work for science journalists, or scientists, in general. Use the scientific terms, yes, but *explain why they matter* in a particular situation. Throwing in N+1 amounts of science-speak (to me, at least) says someone is trying to impress rather than offer to educate.