It's true about the clicks... I sometimes feel like they learned all the wrong lessons from Brexit and Trump and almost seem to yearn for hyping right wing candidates to drive readership. Conspiratorial, maybe, but setting aside left/right bias, we all know media companies also have a bias toward making money.
Zemmour almost acted like a stalking horse for Le Pen to seem more moderate or sane in comparison (not sure if that's the case or not, but it kinda worked out that way anyway). And I dont know that it's a coincidence that Macron started gaining after the first round once Zemmour was off the stage... all eyes were on her and, though she did somewhat better this time, for the most part, she did a good job reminding a lot of French voters what they didn't like about her five year ago.
As for the future, you are correct, with the caveat that it's more of a three wing system now with the Melanchon bloc of voters. They may not be quite as big as the other two, but it stands to reason in France's system, they could find themselves in the Kingmaker role frequently going forward.