This is part of his larger project of defamiliarization, in the Russian formalist sense, so that something so overworn as a good cry can be seen anew, in different light.
Not very familiar with Russian formalism, but defamiliarization was a key concept there? Were they producing literature, or just analyzing it, or both?
Anyway, defamiliarization almost necessitates sounding pretentious, no? You are expressing
away from you, rather than in on your center. That self-distancing might come across as
pretending to be someone/something you aren't, I suppose.
I'd be interested in what his (or anyone's) reasoning for this would be. I've got my reasons.