Why all of the "why's"?
- No answers are given, which forces readers to click through to the content. This creates more impressions for the banner ads on the page, and also leads to better site metrics that the editor can show his or her publisher at the end of the month
- "Why" headlines, when combined with valuable keywords (such as "mutual funds") create long-tail visits that add thousands of additional page views and maybe even some links long after the publication date
- "Why" content can be bundled into nice link lists that can appear at the bottom of articles that relate to the keyworded headlines (in this case, "active traders", "Wall Street" and "mutual funds")