The baseline is printed right on the graph... 1981-2010 average = 0. I'm not sure what unconvincing means in this context, what do you need convinced of? The "small scale" is just the data that is present in that particular data set, and that was the warmest year since they've been collecting. That data isn't from a doomsday cult, it's from climate research, it just happened to be a unique enough event for a reporter to make a little story about it. The temperature in 2014 isn't a big story, it's just a milestone story. People just have an affinity for milestones, round numbers (400ppm, 2 degrees C), etc. Even though the same results are evident at 1.97 C and 398 ppm, lol.