My argument is time vested into this is time away from discovery and research. Communication is certainly a valuable skills. But by most accounts, significant effort is spent on grants and to make publications appealing to employers (the author himself argues for fun branding in a scientific paper). Instead, I argue the focus should be on advancing the field. Of course, you can argue that conference papers with fun branding and a neural network improvement in one benchmark (where selection bias makes the model look robust), is advancing the field. And it's all about getting paper accepted, so I can get a high h-index, so I can get a high paying job or a job in academia. But I believe the real impact of scientific research is in its footprint on the next generation, and I sincerely doubt any of these papers (using fun branding and focusing on the wrong things), will have an impact then. I hope I am proven wrong.