If you've clicked through while not being my regular reader, then you've just fell as another victim of title and thumbnail optimization on the web. With atomization and standardization of on-line content in a form that can be digested and served by social networks, articles on the web have been reduced to a title, a thumbnail, and domain of a publisher. While traditional publishing brands such as New York Times, Washington Post, or Guardian still foster respect, majority of people on the web care more about a compelling title and an interesting title than a brand domain name. Consequently publishers such as Huffington Post, BuzzFeed, and especially Upworthy, who are not limiting themselves with the publishing standards of yore and who have embraced the new reality of the web are gaining the upper hand in a digital world. I'm pretty sure older journalists are going nuts by having to come up with 25 titles for each piece of content they write as required by Upworthy from their writers. I'm pretty sure they freak even more once they see the best performing title as selected by click-through optimizing algorithms. But digital publishing is fundamentally different from off-line publishing and we're only starting to learn what readers in an on-line world prefer.