JPL has been around for over 80 years now -- I'm not sure that assuming basic familiarity with it, among people who would care about the Curiosity rover, is even a controversial choice, let alone 'substandard' writing.

I think especially for an organization like JPL, where the name is far from a full description of what they're currently about anyway, people tend to just think of them as 'JPL' rather than how we think of, say, the United Nations.

Edit: Also, all a reader even needs to know is what the sentence already directly implies -- that "JPL" are the ones in charge of operating Curiosity. It's like saying "How AMR Corp keeps American Airlines flying during challenging times for aviation"

I do care about the Curiosity rover but I'll be honest that I only know JPL from The Martian.