What does "Important New Physical Insights" mean?

My friend George C. Schatz, the longtime Editor-In-Chief of the Journal of Physical Chemistry family (A, B, C, and Letters), considers this question in an editorial.

What Does “Important New Physical Insights” Mean? Tips for Writing Better Papers

George C. Schatz (Editor-in-Chief) 📷 J. Phys. Chem. A, 2017, 121 (19), pp 3627–3628 DOI: 10.1021/acs.jpca.7b04302 [click on the link to read the article online]