I think pop sci rags going wild over papers that claim radical breaks are a part of the problem, even if a small one. There's simply no reason that people who are not technical enough to read scientific papers would be up to date on the latest cancer research. People have a right to knowledge? Then open up the journals.
It’s on a slightly different level. There are strong incentives to find ‘sexy’ results, but this is mostly aimed at getting a paper into Nature, Science, or Cell. Publishing in these journals can have an outsized effect on one’s career, even if the results don’t actually hold up. In contrast, there’s not a huge pay off for getting something into Popular Science or the New York Times science section. Publicity is good…
People have a huge trouble accepting that their wonderful science is a social process.