This rant is important for you for several reasons. And, it is related to web usability and online writing. First, if you try this bait and switch tactic on your web site and you are trying to sell to customers, you will fail. You must provide the right information to people. You have to exceed their expectations.
Sales follow the delivery of solid, respected content.
Second, you have to deliver on the promises inherent in your titles . Think about how subject lines, section headers, and titles influence people. This microcontent is crucial to your success. I strongly advise that you spend time making this information excellent. It is dirty and it won't work.