Unscientific polling

Why do media outlets do this?

The latest issue of National Geographic has a well-written article on the prospects for stem cell research. But the magazine's website includes along with the article an instant poll that asks this question: "The future of embryonic stem cell research is being debated all over the world. Are you in favor of this research?" I clicked my answer: Yes. The website immediately told me that the "No"s were winning by a nearly 10-6 margin with about 16,400 votes cast. I then clicked again, and the "Yes"s had one more vote. Then I clicked again. . .