[Under a heading that says Clickbait-Corrected p-Value there is a mathematic formula. Below that is the description of the two used variables and what they mean:]
PCL = Ptraditional ∙ click(H1)/click(H0)
H0: NULL hypothesis ("Chocolate has no effect on athletic performance")
H1: Alternative hypothesis ("Chocolate boosts athletic performance")
click(H): Fraction of test subjects who click on a headline announcing that H is true
When comparing hypotheses with Bayesian methods, the similar 'clickbayes factor' can account for some harder-to-quantify priors.