IMO, other reason why they do these.

It's for the engagement as well, by using this kind of claim the user it self will asking or comment on their social media. Even is a bad comment, they taken those as engagement and bring some trafics for them.

Example: Jooking about "Monthly" even the user getting mad, and other. Still they do these, they really want trafics as much they can for their social media as well.