I think you should figure out what content you want to convey first; throwing pretty descriptive words at a page with no content is a good way to get garbage.
I understand this sentiment. e e cummings and James Joyce might be interesting counter-examples, but then again they were not tech writers. I suppose that I mean incisive and beautiful prose will keep me coming back and paying attention to what you say (because it is a pleasure to read) rather than being lost in the flotsam and jetsam of articles bobbing to the surface of HN every day.
I would not even begin to disagree with you about the merits of beautiful prose, but would the article have been anything more than a collection of entertaining images and vitriol if the author hadn't been skewering a very real and obvious and silly trend?
Most of us have probably shaken our heads at some startup name or another, or rolled our eyes at a particularly unbearable lump of marketing-speak. So underneath all those pretty words and images lies a sentiment we understand and can sympathize with.
If you want your blog READ instead of skimmed for buzzwords and facts, write things worth writing.
