New microscopy technique accidentally connects to the dark side (of plasmons)

Some papers read a bit like a roller coaster. The title sucks you in with a promise of a revealed truth and excitement. As you proceed though the introductory fluff and get to the anticipated revelation, it begins to dawn on you that what excited them is not going to excite you. It's kind of like going to a showing of The Princess Bride expecting to see a romance film. But you've invested this much time already, so it can't hurt to see it through to the end, can it? And then, like Inigo Montoya, the whole point of the paper jumps out, waves its sword in your face and shouts at you, leaving you wondering how dumb you could have been to not have seen it coming.