The problem is you have multiple amplifiers: The researchers provide the loudest version they feel comfortable with in order to get published. The university PR

The problem is you have multiple amplifiers: The researchers provide the loudest version they feel comfortable with in order to get published. The university PR department makes it a little louder to get a little more attention. Then the media makes it louder yet. Of course, running a signal through that many amplifiers tends to introduce a lot of distortion.