It can be a gateway to click after click of interesting subjects-related subjects. Take the following, for instance:
“You can see that man wants the impossible: He wants to lose his isolation and keep it at the same time. He can’t stand the sense of separateness, and yet he can’t allow the complete suffocation of his vitality. He wants to expand by merging with the powerful beyond that transcends him, yet he wants while merging with it to remain individual and aloof…”
https://en.wikipedia.org/wiki/Terror_management_theory