There is more than fluff there. For example:
"Suspected Russian air strikes destroy MSF children's hospital - despite so-called Syria 'ceasefire"
and
"Anger as boycott of Israeli goods to become a criminal offense"
and a lot more.
It's difficult to conclude the people behind their online strategy had any love for the broadsheet newspaper or any desire to position it as editorially weighty.
Here's their click-bait trash (I have no other words for it, it's not even good advertising): https://s3.amazonaws.com/external_clips/attachments/43217/or...
And now compare to the Indy homepage... for a paper which has historically been pro civil liberties and not afraid of going against journalistic norms, this is a real pity.