No, not necessarily. If using SEO, they just need to believe that people will click on that subject, and hope some will link it on SM, bringing in even more clicks from an audience they might not otherwise reach
Not necessarily what? Believe that there's a story there? Well if it's bad faith (they don't believe it's true and have no evidence) as well as harassing and shakily executed, then we're watching the British press do something suicidal.
This mentionitis is usually a red top tactic to break a verboten story. Watching the rest of the press join in is quite peculiar and unpleasant enough. If they don't even believe it ti be true but are doing it for clicks, that's just madness.
Not an edifying sight, any which way you look at it.