It's also the exact same reason I'm not surprised News Corp is doing it. The Rupert Murdoch tabloid trash media conglomerate. The Australian national division news.com.au has hard-hitting headlines like this example from today:

Macca's(*) brings back popular item

(* Macca's is the Australian nickname for McDonalds. McDonalds loves using it as a brand mechanism to reaffirm its brand personality of familiarity, casualness and fun)