What’s the problem? Click-through rate on a story does not tell us enough about whether the experience was actually better. What if I changed all the links on my site to “click here to earn $250 dollars”? Hell yeah, click-through rate would go up! But eventually, people will realize that I’m not actually giving them $250 dollars, and then they’ll get pissed. They’ll stop clicking on my links, uninstall my app, and give me a 1-star review in the app store while writing FUUUUUUU — in all caps. My business fails, and my life sucks. The end.