People don't understand their own voice and are constantly trying to 'recreate' it with a better sounding authority--debasing their own abilities in the process whlie trying to seem like some plastic idol.
The same thing occurs with most things, 'I obviously don't know what I am doing so I had better be like the best-est person/master/type doing this stuff so I can be good'.
Cooking--has to taste like a TV dinner. Fucking--has to be like a porn star. Writing--has to be like WHO THE FUCK KNOWS?! but that guy, he sucks.
Classic mistake is to over-fluff your work so that somehow your words sound legitimate. I learned that you must firt structure a cogent argument in an expository manner to create a meaningful piece of work. But really, that's not the same thing as trying to stop not sounding like who you are.
Oh, and don't read lots of sonnets before you write, it seems to do a number on me--just my two centimes.