As the author mentions at the bottom of the article, the title is a reference to the book "Metaphors We Live By" [0], which essentially lays out the idea that a very significant portion of modern language is really just metaphors, even when we don't realize it. Super interesting book, for anybody interested in those kinds of things!

[0] https://www.amazon.com/Metaphors-We-Live-George-Lakoff/dp/02...