The Verge covering breaking news

At 10:51PM ET I happened to surf over to The Verge and saw on the front page, left side the headline "Boeing 777 crashes during 'hard landing' at SFO with 291 passengers on board". Out of curiosity, I clicked into the story and started reading and was given this paragraph as the lead: A Boeing 777 operated by Asiana Airlines crash-landed on Saturday afternoon at San Francisco International Airport (SFO). Immediately, dozens of tweets began flowing with news and firsthand accounts from the airport — including Samsung executive David Eun, who says he was aboard the downed plane. He called the experience "surreal" and reporting that "most everyone seems fine." Several pictures of the 777 show the vertical stabilizer completely missing, emergency slides deployed, and black smoke billowing above. Mind you, this is at 10:51pm ET, when we know that at least two people are dead, dozens more are hurt, and 181 people have been hospitalized. Yet the headline of the story reflects none of that and the lead paragraph reflects none of that. In fact, I have to read through almost the entire story to get the confirmation of the two fatalities. This, quite frankly, is terrible reporting. Journalism 101 demands that the most important aspects of a story be placed at the beginning, not at the end. You put the casualty count in the headline, not in the last line. I fully understand that The Verge is not a full-service news organization which makes the coverage of this story even more perplexing. Why is it being covered at The Verge at all? But even more importantly, if you are going to cover a breaking story, why is it being done in this manner? I put a lot of stock in the reporting delivered by The Verge, but in this respect, it has failed. Miserably. If you're not going to even try to do a story well, why put it on the site at all?