That's Google. There's also the matter of the reader - that is, the user.
On Gillmor Gang, the consensus was that short form is what readers prefer. On the popular site Medium, the average piece takes about four to six minutes to absorb.
That short form should be standard is no surprise. Even before digital, we were a nation of headline-scanners. The way to get through The New York Times on the commuter Metro North train from the suburbs to Manhattan was to eye-hop from headline to headline.
Every weekend, you can find Gillmor Gang on TechCrunch. Just click it on for about an hour of discussion of tech trends by four experts. The analysis is facilitated by Steve Gillmor.