The article briefly touches on the word "return" but downplays that as well:
Why is the conflict flaring up now?
The “March of Return,” as Palestinians are calling the protest campaign that began in March, was intended by its creators to publicize global awareness that about two-thirds of Gaza residents are considered Palestinian refugees.
I've covered the planned march since February. It is always exactly what it claimed: to overrun the border with Israel and force it to deal with thousands of people at once, aimed at forcing Israel to allow them to "return" - and destroy the Jewish state.
To call that "publicizing the refugees" is not close to the truth.