The job of the headline writer is to capture the essence of the story in a few words.
The headline sells the story.
Some people are brilliant at it. Years ago I wrote a story for a newspaper about how car rental company Hertz was planning to grab market share from its rival Avis.
The headline writer came up with this:
Hitting Avis where it Hertz
Irreverent, yes, but also funny. I doubt Avis were pleased, but our job was not to pander to the sensibilities of companies in the public eye.