Yeah, there are two basic schools.

1. Broadcast what the article is about to let the interested readers find it easier

2. Trick people into reading as much of the article as possible through any means

The first makes sense if you want readers. The second makes sense if you're counting page impressions.

This is fairly uncharitable. The goal is not to trick people into reading, it is to motivate them as to why they should read. It is more about highlighting the most interesting part of your article to tell people why they should spend the time. You still have to deliver on your promises.

I feel like Gwern’s example is quite illustrative of this point. Just framing the content differently makes you more motivated to jump into it, even if you’re reading about the same content as before.