I'm all for creativity but laying devil's advocate,.. who is this supposed creativity for? If the majority of people just want to scan headlines efficiently an

I'm all for creativity but laying devil's advocate,.. who is this supposed creativity for? If the majority of people just want to scan headlines efficiently and read/parse.. isn't that a good thing for most people? Pragmatically speaking, the creativity is not needed for news articles/headlines. We need better reporting / journalism in online news, not more creative frills..