From my own perspective , (just north a tad from said American editor) , I see his phrasing as a way to tug at American audiences awareness. You have only to watch their TV news teasers (why tease NEWS?) to see that you have to tickle the audience with a joke or outrageous statement to get attention at all. If a chuckle was had at the expense of chip preference to get a few folk to guard blades , it seems a fair trade. Let us face it , the truth of a proposition will not stand up to whether it is entertaining or not when you need to get a point across. If no reader gets past the title , what help is received?