Imo it's the latter. It didn't start that way, but in the last decade they gradually shifted to being simply inflammatory on purpose because that brings clicks, and on top of that they regularly did dumb shit like complain about sexualization and male gaze one week (often, though not always, legitimately, but mostly it was literally just complaining without any further insight, which I personally dislike) and next week publish an article with photos of top male bulges in some sport that, apart from the gender being swapped, was literally worse than what they complained about with regards to sexualizing women.

Personally I say good riddance, but I'm biased by a deep dislike for people who use identity politics to create divisive clickbait.