text: It is a catch-22. A newspaper wants to explain a topic for a typical reader, so a theme like "who are the good-hearted" is a good way to connect the research with the reader. But then people say, "Well, duh! Pay me those bucks and I'll tell you who is good hearted!"
  
  If the article had gone with, "fMRI identifies neural activity correlated with altruistic behavior and correlated with increasing age" most readers would say "Wha?" but fewer would scoff at the simplicity or self-evidence of the research.