Anatomy of a work of eduwaffle

What techniques do authors use to convince educators that they are saying something profound when they are not saying anything much at all?

First, read this article by Benjamin Laker which is ostensibly a call for a focus on creativity in education in 2021.

It begins by saying nothing much about PISA, the Programme for International Student Assessment run by the OECD. Apparently, PISA is accepted as a ‘barometer’ of effectiveness that leads to ‘interesting debates’. So that’s good right? But…