Are 'quotes and questions' the 'best clickbait'? More seriously - is the headline supposed to be a statement of fact, i.e. "Scots have 421 words for snow"? The

Are 'quotes and questions' the 'best clickbait'? More seriously - is the headline supposed to be a statement of fact, i.e. "Scots have 421 words for snow"? The article would seem to indicate it is indeed a fact, and the 'quote' is not actually a quote. I honestly 'hate' the use of these 'quotes'. Does anyone with any BBC knowledge know what the reasoning is behind these?