The linked article discusses viral headlines and includes some comments on Gawker and Neetzan (whose work I respect a lot, so haters feel free to go nuts). But I think it's interesting that Nate is guessing that within the 12-18 month timeframe, people might stop being provoked into clicking on clever website headlines. The Internet would get really interesting really fast if that happened.
Anyway, the lede from the article is:
We Wrote a Heartbreaking and Terrifying Post about Viral Content without Lists or GIFs. Then You Clicked on It, and Magic Happened.
Sure, you clicked on "8 Reasons Why This Puppy Will Make You Cry and Change Everything." But what if you didn't cry, and nothing changed?