It's an effective word for manipulating the emotions of the reader, and neatly sidesteps the HN prohibition on clickbait titles by putting it in the domain name where it can't be corrected to something less manipulative. I don't necessarily think that it was malicious, and given the parallel to the Google site of the same name, I can't really object strongly, but it's still uncomfortable to see a domain name wielded in service of that outcome for any topic (even the original Google one).