[VOA]

...when those titles are boring and/or unrevealing as to actual content,
they understandably don't even draw flies

The authors think they'll exploit human curiosity.
Often they've simply "buried the lead" as they say in the newspaper bidness.

[GMMAC]

I receive e-copies of articles from several conservative pundits up here & would estimate that better than 9 times out of ten their working titles are both catchier & far more on point than the ones their brain dead editors come up with.

Apparently, along the lines of 'those who can't - teach', many of those who can't write - edit.