Well, The NYT IS A Paper From The East

"A question for New York Times headline writers: Are you not yourselves? You're no doubt a witty bunch, and yet house style requires you to resist any temptation toward flavorsome puns or tabloidy provocation in favor of the blandly informative. Your mission is to distill a piece to its essence in a few words without sacrificing nuance, and usually, you are more than up to the task. Once in a while, though, you respond to the challenge not with straight-up-the-middle declaratives but with enigmatic paradox and riddle-me-this contradiction.

Consider: "Bigger Is Better, Except When It's Not"—a 2007 article looking at body size in sports. "Smaller Can Be Better (Except When It's Not)"—a tech piece from 2004. "A Marriage Penalty, Except When It Isn't"—on couples and the tax code, 2003. This is the Times headline as koan, inviting readers to suspend in-the-box thinking and seek enlightenment below the fold. The style presents thesis and antithesis; it embraces binary thinking yet disavows it; it builds dichotomies and collapses them. There are good uses of this technique, except when there aren't, as a sampling from the last three months attests."

-- Jessica Winter, finally catching on to the thought-stopping NewAge influence over the NYT, for Slate.com.