I think you mean very carefully written headline. As much as people mutter about clickbait, the art of headlining is old and subtle, driven by business pressure

I think you mean very carefully written headline. As much as people mutter about clickbait, the art of headlining is old and subtle, driven by business pressures, technical considerations (eg, the width of a column) and psychology. The sentence is true, though incomplete. Facebook has many ad programs, and has chosen to shut down one of them. That it also happens to oversell the content through ambiguity is icing.