I agree that the hyped-up language is off-putting. It is however not at all typical for academic publications and blog posts. In the few times I have seen it

I agree that the hyped-up language is off-putting. It is however not at all typical for academic publications and blog posts. In the few times I have seen it before, the author was always a PhD student and a non-native speaker (as it happens from China) and this case is no exception. They were also all smart people, so I am optimistic that with time their writing style will become more attractive.