Instead of posting an empty rant, which breaks the site guidelines, it would be helpful if you'd suggest an accurate and neutral title, preferably using language from the article itself. Then we can change it and everyone's eyes can stop hurting.

The headline appears to be based on the first and last sentences of the intro paragraph. The latter concludes with the description:

> Google's first steps toward more robust website identity

(Headlines, in case anyone hasn't heard, are usually written by an editor rather than the author of the article.)

If the title is to be changed, I suppose that quote from the article's original language may be more accurate and less clickbaity.

That's not neutral enough. If we used that title, we'd get equally many complaints about it being biased, plus new complaints that the mods are taking a side.

Some other less obvious title options pulled from article quotes:

> flagging sketchy URLs

> changing the way site identity is presented