Check out this headline from a discovermagazine.com story and the accompanying picture:
This man wants to control the Internet.
And you should let him.
And you should let him.
With this headline and photo, Discover is basically saying “Yeah, we know he looks like a complete douche, but what he has to say makes sense. Maybe you should listen.”
Nice try, Discover. You greatly underestimate how high I value looks.