... well, copy editors. (Hat tip, Rus Bowden.)
I was a copy editor for many years, so I know their value. But they are more than quality control specialists. They also write the headlines and captions. Now, just about anybody may sit at their breakfast table and see a headline and think to themselves, "I could do better than that." And they may well be right - in that instance. But could they write a really good headline - that fits, of course, in the alloted space - and do it now, fast, and when they're done, do another, and another? I doubt it.