Unless I’m missing something major, the article does not answer its headline question in any way. It just presents a bunch of examples but does not come to any conclusion.
Nevertheless, there's an aspect of Betteridge's law at work here. Running a story that doesn't really have anything to it yet needing to meet production targets – in the old days, column-inches to fill, today, space to place ads. Reporters are required to produce a certain number of articles of a certain length per week. An honest headline would just say, in effect, that after looking into it, the reporter didn't find an answer. An honest headline might be OK in newsprint. Online, the drive for "engagement" requires a headline that will lure readers in, and thus sell ads.
tl;dr money.