Of course it's clickbait. It's clickbait for Caviar, and it's clickbait for MR. But essentially everything is clickbait; any attempt to gain attention that one disapproves of is clickbait. If newspapers didn't need to draw attention to a story they wouldn't waste space with headlines. They'd just pack the page with small text with, perhaps, a bold-face Subject in the same type size.
If you have something to sell, you need to tell the world that you have something to sell. If you earn your living as a platform for advertising you need to bring people to your platform rather than/in addition to someone else's platform.
We're at post #77 in this thread and counting. Clearly, regardless of how one may feel about this product, this particular topic is something that draws interest. I see this in every thread about Caviar products - their business model gets tongues wagging/fingers tapping on keyboards, and that's good both for Caviar and for any site that cares to report on Apple-related matters.
When it comes to humanity behaving badly to gain attention, this is far from the most egregious example.