But there’s rarely one correct answer. Conveying the same approximate message to multiple types of readers is extremely difficult in a handful of words. People with subject matter knowledge are annoyed by headlines written for laypeople that don’t know the jargon or have a mental model of the important concepts that jargon represents. They always seem to miss important distinctions, make poor analogies, or the like. Headline-length blurbs that successfully convey those things to the knowledgeable are often utterly opaque to laypeople causing them to ignore articles about topics they’d find interesting. The only option is trying to estimate the subject matter expertise of the audience, and despite many people in the tech world assuming their software knowledge gives them technical expertise in many non-software fields, the layperson headline is absolutely the best approach here.