Elizabeth Holmes, Somehow, Is Trying to Start a New Company
vanityfair.com
vanityfair.com
The book he is “promoting” is the one he wrote about Theranos / Holmes fraud. It’s incredibly germane to the article.
That's interesting in as much as it reveals her shamelessness, I don't see on what basis you call that "bad writing".
Secondly, article titles are not always chosen by the column author, but by the editorial team - if you don't like an article title - you are sometimes more exact to call it bad editorial.
Carreyou workes for WSJ, Vanity Fair is owned by Conde Nast, and his book is published by Double Day.
I don't see where you see some kind of implied promotional exercise, given all of these corporate entities have distinct, non-overlapping ownership.