Exactly what I was thinking:
In an era where legitimate reporting gets called "fake news", why make that easier to do?
I may place less importance on “brand coherency” and more on “value to myself” than others.
The damage to their reputations may cost substantially more in the long run. Doesn't take many "I clicked a NYT article and it was a scam" experiences to permanently sour someone on the outlet.
Or an unfortunate case in point (irony)?