Why is science reporting such irredeemable clickbaity trash? Not just from the mainstream media with commercial motive, from whom I naturally expect trash, but

Why is science reporting such irredeemable clickbaity trash? Not just from the mainstream media with commercial motive, from whom I naturally expect trash, but also from nonprofit universities of all places. Seriously, who is the intended audience of this headline? University science-by-press-release drives me crazy, too. My guess has been that the intended audience is alums that might be enticed to donate more.