Here's a great piece by Michael Reid Roberts, up at the American Reader:
Upworthy Titles Often Make a Relatively Banal Claim. Until They Change It.
The most essential grammatical tic that Upworthy employs is a bit more complex than simple word choice or sentence structure: the titles introduce a fairly typical story, idea, or theme in the first sentence, then use a much shorter sentence to complicate or undermine it. This is irritating as hell. And I think that’s the point; the second sentence piques you to resolve the irritation it causes. A quick perusal of today’s Upworthy page shows sundry examples of this construction, which range from [...]