Article titles often contain messages that do not represent the scales of analysis practically explored in the published studies. For instance, if a title contains a science terminology like 'global warming' and the study supporting the title is limited to one continent, there is a mismatch between communication (e.g. the message in a title) and science practice (e.g. the empirical study supporting the title). Why do editors of scientific journals allow such a mismatch from a scientific or philosophical point of view?