I agree that it tends to be a "I'll know it when I see it" type thing, but if the title is as long or longer than it would be by "spoiling the surprise", then i

I agree that it tends to be a "I'll know it when I see it" type thing, but if the title is as long or longer than it would be by "spoiling the surprise", then it's a good sign that it's clickbait. In this case, the article's title could have included "Me(/my)" and avoided dancing around the issue, so I think it definitely qualifies. It's along similar lines to "Blah blah blah, and you won't believe what happens next."