I'm tired of trying to read news about Bitcoin and come to find out some dude in his basement copied Bitcoin and now he has some "great new idea!" on how to use Bitcoin's core technology (without using bitcoins).

Unless you're writing a technical piece, there's no need to mention the blockchain. Just don't do it.

When is the last article you read about the Internet or some Internet service that mentioned TCP/IP? Unless it's a technical article, you won't see TCP/IP anywhere. Even in the early days of the Internet it wasn't brought up when describing the Internet, so why worry about the Bitcoin protocol unless that is key to your article.