Having provoked you so with a daring headline, the author’s ploy is to draw you into their actual writing, in which they will explain the nuances of their arguments. If you cannot be bothered to move past the headlines, you’ll just be provoked. If you’ve read all the text and are still not convinced, you’re entitled to your opinion.
Calling someone lazy is meant to provoke them with a daring insult. Just like headlines insults doesn't have to be true, they just have to provoke you. Taking the insult at face value and writing a scientific argument against it mean that he doesn't understand the point of insults to begin with.
And he can't really blame others for being lazy with their insults when he is lazy with his headlines and articles like this. It is exactly the same thing, it gives him clicks and fame and he can make a living.
