Why should scientist write for the common people? (Score 4, Interesting)

The article raised an important point about scientific writing. However, as an early career academic I can tell you that my writing training so far has not been targeted towards writing for public reading. Why do scientists write? We write to get our results published in scientific journals which is the basis for an academic career, and we write grant applications to funding bodies so that we can get money to do research. Otherwise, I believe the majority of scientists would prefer research over writing. Anyways, in both of the above context, we are taught to target our writing to intelligent peers who may not be in the exact same field of research but can judge the significance of the scientific content and its contribution. There is no incentives at all to a scientist's career to target our writing towards the public. This is not to say that scientists should not improve on our writing style. I'm still learning.