Promotions around every corner

Some of you might have heard that Ryan Seacrest got bitten by a shark this past week. Yahoo! News is featuring a blurb about it on their home page today. With no pictures, and Ryan not even needing a hospital stay, its really a non-story. So they have to try a little harder to get people to chat about it on their message board. They hope people take the bait with this teaser:
"Talk About It: Do you think it's coincidence Ryan was bitten during Shark Week?"
For Yahoo! to jump to this conclusion makes me worry more than the actual possibilty of a Discovery PR agent in scuba gear with a little shark in a cage ready for release. However, the real missed opportunity was at the jump. No ads for shark week on the chat page.