Off-topic: what is it with The Atlantic and articles that rotate between 3-5 different headlines in their first ~24hrs of publication? I think I've seen 4 diffe

Off-topic: what is it with The Atlantic and articles that rotate between 3-5 different headlines in their first ~24hrs of publication? I think I've seen 4 different headlines for this piece - you can even see it in this submission (OP's submitted title is "Heat pumps are one of the easiest ways for homeowners to fight climate change", vs. what's actually shown on theatlantic.com right now, at least for me - "You're Thinking About Home Heating Wrong"). At one point I saw a slightly different variation on the one that explicitly mentioned heat pumps, and a fourth one that invoked Tesla. Is it an A/B testing thing? Sometimes I'll even catch one headline rendered briefly before it's replaced with something else in the same page load.