I've noticed some sites start with a clickbait headline and then change it after a few hours to something less sensational. I originally thought that they were

I've noticed some sites start with a clickbait headline and then change it after a few hours to something less sensational. I originally thought that they were responding to criticism, but I've seen it enough now that it seems to be a pre-planned way to game SEO/Socials. You can use the wayback machine to check, and I've seen some big headlines get revised down 4+ times.