This really resonates with me because I can see it in my own behavior. If a headline is ambiguous to me or I find that the content differs from what the headline set me up for, I’m gone.

Also, to quote the advertising guru David Ogilvy and emphasize the importance of headlines even further:

On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.