Genomicron has an excellent description for how to write a terrible popular science story. I agree 100%. And when he hit #10, I had to cheer.
10. Don’t provide any links to the original paper.
If possible, avoid providing any easy way for readers (in particular, scientists) to access the original peer-reviewed article on which your story is based. Some techniques to delay reading of the primary paper are to not provide the title or to have your press release come out months before the article is set to appear.
Damn right. It’s the internet age, it’s not only possible, but easy to include a single embedded link to the critical source material.