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'BioShock: Infinite', Beast of America trailerSome accusations of "yellow journalism," directed at these sites (and others, including VICE), have held a little water along the way, and it's entirely correct that these businesses need to maintain a certain level of traffic, and that controversial headlines (note: not entirely misleading ones) are the ideal carrot to get the socials-browsing audience to chow down on your content. Complain about that model all you like, but it's existed forever; you might call it "clickbait" online, but the print media's been calling it "headlines" since newspaper presses first cranked into action.
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