I would argue it's a little bit of both. You have to admit, they deliberately are taking advantage of the fact that this sounds like a very interesting statisti

I would argue it's a little bit of both. You have to admit, they deliberately are taking advantage of the fact that this sounds like a very interesting statistic "wow!! Profit fell by this huge amount!!" when a lot of it could be a very deliberate decision by the company to spend more money. If revenue fell by more than profit, they would pick that instead. The standard for headlines is to get the reader to click, not to inform the reader (even when the article itself is quite informative). I've been reading books with marketing advice, and one of them literally suggests the practice of "false facts," where you deliberately compare things that shouldn't be compared in order to make your product seem more appealing, for example an audiobook that costs $25 to an in-person class that costs $10,000. This headline is kinda-sorta doing that, albeit on a scale of 2/10.