They managed to write 30 breathless paragraphs about how the UK police were inexplicably treating what they claimed was the Russian murder of a key scientist in the Litvinenko investigation as a suicide, and that the police had mysteriously testified that “no-one in his family seemed particularly surprised he had taken his own life" even though some of his relatives had suggested foul play, before they thought to mention that he'd been showing signs of depression for some time, his wife said he'd tried to kill himself the week before, and there was no signs of foul play and no evidence anyone else was present. They then argued this shouldn't have ruled out foul play because he could've been given some kind of secret Russian mind control chemicals. Seriously.
To make matters worse, from what I can tell he didn't even play the key role in the Litvinenko investigation that they claim he did. He merely recalculated Litvinenko's exposure in 2010 after it was discovered he was exposed twice rather than once - several years after all the announcements and further investigation the Buzzfeed story portrayed as a direct result of that work, and well after this had been clearly pinned on Russia. The original analysis was done by different scientists who are presumably still alive.
That's exactly his point. He's saying they always wanted to be legitimate news, but didn't have the money, so they built their war chest using clickbait.
