We've all done it and felt that gut wrenching rush of shame when you commit to something you don't believe in, but imagine owning the Mail, or working there and having their business model as your reason for getting up in the morning.
You are essentially a washed up old whore (or the pimp if you're the owner), whose job it is to trick people into consuming your product, by providing a service that is not what it says it is.
You essentially hate, or pity your customers for their stupidity in believing your schtick, but you are desperate for their money because you are lazy, so you justify it by saying to yourself, if they buy it, it's their fault for being gullible.
And I know, it's technically free because the advertisers actually pay for it, but that's exactly why the content is so cynical and soulless. They only want you to click, they don't care if you enjoy it.
The Mail's modus operandi is a thoroughly modern capitalist love story... transactional, empty, shameful and bankrupt. A cheap and nasty punt.