Headlines are rarely written for the pages they live on anymore. Instead, they live remotely on aggregation sites, and social media. Rather than informing the reader, the headline is often little more than an attempt to get someone’s attention...
"I think its a more user-centered user value way of creating content," he said. "It's saying, 'Look, I'm going give you the best part. It's not a clickbait headline; it's what I think is the most interesting part.' It's more humane, more user-respectful. You are saying, 'I want you to make an informed decision about what lies behind the click.'""
http://www.buzzfeed.com/charliewarzel/viva-screenshorts#.gdn22nJy72
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