Yes, I know the style and also find it annoying. However I would say it's quite likely that the press release issued by the team at Kiip.me used this as an eye

Yes, I know the style and also find it annoying. However I would say it's quite likely that the press release issued by the team at Kiip.me used this as an eye catching headline, too. If a 40 year old father of 4 launched Kiip.me and put that angle on a press release then I think it's highly likely it would end up in the headline of the story that covered it :)