Yes, there is something to it. Writers need to write headlines in a certain way so you, the beloved reader, find them interesting enough to click and start reading. Did you ever think about the tone of those phrases before?
“You must know this … or something bad will happen. You should always do this, but never do that! You really need to know this and that and of course that third thing too if you want to be successful! Better start reading, because you’re already late!”