Publishers who write clickbait headlines obviously care about the wording, so why would they be any less "worried" about rewriting? Facebook is simply changing

Publishers who write clickbait headlines obviously care about the wording, so why would they be any less "worried" about rewriting? Facebook is simply changing the math about what gets clicks. This article seems to presuppose a lot of human intervention on the part of fb. I was under the impression that it was automated (with only initial human help for training some classifier). Is that wrong? And finally web search companies have solved this (to a greater extent, at least) in their search rankings. It seems there are a lot of signals to indicate crappiness --- I can't believe that fb only just started using bounce rate. That puts them what, 18+ years behind the times?