Clarity and lucidity are key strengths of scientists and writers. Jargon and cliches can make the best paper unreadable. This is why science writer Carl Zimmer keeps an index of banned words his students should avoid.
One of the words on the index is ‘breakthrough,’ which is overused, because the person reporting it doesn’t bother to think about how big the step forward really is. Using such cliches shows sloppy thinking and lack of scrutiny. This is why Zimmer bans ‘breakthrough‘ “unless you are covering Principia Mathematica”, in which case you are fine, regardless of whether you refer to Whitehead and Russell or Newton.
Not only science writers need to avoid cliches and enrich their texts for content – ‘real’ scientists also often use fancy buzz words with far too much levity. Just think of these three (in no particular order) that you can hear in almost every systems biology talk: