I agree, I can't see Richard intentionally misrepresenting anything. It should be understood that "Clickbaiting", while it can be, is not always some nefarious demon.
Many, many publishers and advertisers use some form of "Clickbaiting". It's simply a part of the market. Most advertisers and editors are faced with optimizing their advertisements and stories for public distribution. Attention grabbing headlines will never go away. Many people understand that "Clickbaiting" can also be nothing more than writing a headline for a story or advertisement that will make people will want to read it.
I would imagine that most in the business of trying to sell their timeshare have done the same thing. You want your listing to stand out among the others.