It's the register, it's their habits of using tabloid-style headlines with those kind of jokes and puns, even if the content is not (always) outrageous. Personally when I submit a story from there, I'll transform the title to a "normal" headline, which is more readable and in-line with the expectation here; also many titles are too long for the HN title limit, so I have to do it anyway.
Hertz is a car rental company in North America that hired Accenture to redesign their website. The redesign was bad so Hertz broke off the contract and sued Accenture.
Are they trying to use Hertz instead of hurt??