But that is a very narrow view. The New York Times could claim they have proof Trump is an Alien from outer space. For the day, they would win the attention of the world.
But the cost would be their credibility, which would lessen the share of attention they would receive on every day afterward.
So the NYT pursues a strategy of building a customer relationship. And trying to get as much sustained attention as they can over the course of a relationship. They don't purse getting attention AT ALL COSTS on each individual day, and neither should Facebook.