Back in the 1990s when I was writing for martial arts magazines, one of my editors told me that any time they could put Bruce Lee on the cover, their sales would go up exponentially. So, no matter what, there was a huge incentive for them to run as many Bruce Lee covers as they could a year. Mercifully, magazines only came out once a month, and they couldn't do it every month, but it was still done just as often as the market could bear.
That's exactly what's happening with Apple in the personal technology space right now. Put Apple in a headline and you'll get more clicks. Truth, logic, intelligence, relevance -- none of that matters compared to getting Apple in the headline, baiting the links, and garnering the click-throughs.
And that's all of our fault.