Of course that headline draws attention, how could it be avoided? Judge for yourself:
McDonald's launches study into flatulent cows used in its burgers
This is what I would call a good and informative headline. A discerning reader could derive the following facts (at least) from it:
- McDonald's folks are environmentally conscious and they care.
- McDonald's are using actual cows in their burgers. All them skeptics and cynics that claim otherwise should be ashamed of themselves.
- The cows McDonald's are using are flatulent. Or, at least, some of the used cows are. Not being an expert in anything that happens to a cow before the burger gets to my plate, I am not sure whether it's a special breed used for McDonald's burgers only or some general phenomenon.