It is a sad world when science journals are run like businesses. "Extinction Countdown: Cost to save the tiger: $10,000 each year" is a title intended to grab attention and inspire link sharing. Traffic == more money, and money is "what businesses crave™."

Now, but encouraging people to actually spend money elsewhere, you're losing potential income! I wouldn't be surprised if they have some internal rules that would prevent them from linking to useful resources.