Clickbait is just as often about half-truths, or omissions. Anything that leads to a reader/viewer asking "Why?/What?", and which triggers the human curiosity

Clickbait is just as often about half-truths, or omissions. Anything that leads to a reader/viewer asking "Why?/What?", and which triggers the human curiosity that leads to a click - constitutes clickbait. Such content may later disappoint or cause annoyance to the reader/viewer; but they still clicked, which is all that matters.