“you're not serious.”

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There’s always a kind of substance to style. Seriousness belongs with speaking truth, but too much truth (e.g., exposition that evinces reader questions of their own conscience) “should” be kept light.

Lightness—style—is a normal way to signal that there’s not a lot of truth to be had. It’s entertaining, but not to be seriously entertained. Opinion writers in mass media know they must show style and not get too serious about matters. Besides, sophisticated persons show style. This is often more important than what’s said. Whatever you got to say, let style give it merit because presenter posture is easily regarded as primarily important for reception of what’s said—especially if you want a good impression to last long after others have forgotten what you said (and you’ve forgotten, too, but treasure being remembered).