Yes, they can do whatever they desire. The issue is when people are required to write life stories and superfluous content not because that's the direction they want to go, and not because it's appealing to their target audience, but because it's the only way they can rank well on Google.

On the user side if you only want straightforward recipes, you're out of luck, because they're never going to be near the top of the search results.

If you are one of the people looking to read these recipe background stories, even you get a mediocre experience, because the majority of the content you're reading was written primarily for Google (how many times can I reference salmon, fish, atlantic, norwegian, protein, healthy, omega-3 and smoked in this recipe story to hit all of the important keywords?).