My kids have learned the hard way that "click bait" headlines often over promise and under deliver.
Sometimes they do that by shouting in capital letters. Take, for example, this headline about Kaspersky in the Daily Mail:
With the words 'SPYING' (in all caps), a bank name, and 'Russian government' in a single headline, this article is hard to resist.
Security analyst Graham Cluley sure clicked to read it.
And then he wrote about it in a brief and insightful article. The headline was definitely "click bait!"