Last April, The New York Times redesigned their website in a much simpler, more web-friendly way.
Today, reading the Sunday edition online, I noticed that they are now trialling SEO friendly page titles in the Sunday Styles section. Historically, the page title matches the article title, and this still appears to be true for most of the sections, examples here:
However, Styles article page titles are stuffed with keywords, and do not match the article titles, examples here:
I am fairly certain that this is a new experiment because I am positive that I spend just about as much time as anyone, anywhere on nytimes.com, and I am pretty sure I would have noticed earlier.