Sears and misleading headlines

[LCHIEN]

Todays' internet news had a big headline that said Sears to sell Kenmore brand on Amazon

Well, they just sold the Craftsman brand to Black and Decker so I figured they're selling the kenmore brand name too. My first image was "eBay" and I said wow, that's an unusual way to auction off intellectual property.
But then I realized it said Amazon so I was confused.

Reading on they are going to market appliances by listing them on Amazon, not selling the brand name.
A better headline would have been "Sears to sell Kenmore Appliances on Amazon". Sheesh.

[atgcpaul]

Todays' internet news had a big headline that said Sears to sell Kenmore brand on Amazon

I didn't interpret it the same way as you did.

However, the WSJ might have intentionally worded it the way they did to get people to click and read the article--clickbait.

[LCHIEN]

But then I saw this great one:
Elon Musk's Boring Company gets verbal approval for a Hyperloop from New York to DC

[tfischer]

With all the assets Sears has been divesting lately I can see how you read it the way you did, but I don't think it was otherwise misleading.