What's up with the linkbait-y headline changes?

For the Larry Page interview story, which is ironic considering how he complains about the tech press coverage of companies.

Wired Link

If you read the media coverage of our company, or of the technology industry in general, it’s always about the competition. The stories are written as if they are covering a sporting event.

Original

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via i.imgur.com

To

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via i.imgur.com