This submission has a far better title that's aligned with the typical HN interests. It mentions Google and getting a business advantage.
Having seen people submit stories here with awful headlines and then wonder why they didn't take off so many times, it no longer surprises me that most people can't write good titles..
Yet, I'd say you're being unfair to the person who made the original submission. That person didn't "write" the title. They used the same title that the newspaper story has.
On a bad day, writing your own title (as is the case for this submission) can get you angry comments from readers. (That said, I personally agree with you that sometimes it makes sense to write your own title instead of using the title used by the newspaper )
Interesting to see that this submission made it to #3 while the original submission (same link - single page) isn't on the top page :)