As someone who doesn't know Bob McMillan personally (and so don't have that context when reading his articles), the title attached to an article is an important

As someone who doesn't know Bob McMillan personally (and so don't have that context when reading his articles), the title attached to an article is an important cue that should be considered. Yes, I understand he probably didn't have final approval over the title. However, Wired as an organization is responsible for the presentation and content of the article; and the impression I came away with was one of Wired, not of Bob McMillan.