Doesn't it make a lot of sense when you consider Kotaku and Buzzfeed post intentional rage inducing click bait for attention in a failing market space. If you want to get the most rage clicks you need a network to spread your articles and create a fake grass roots movement to do it. Wouldn't places like KIA or /v/ be the perfect place to post your fake cup head tutorial video or 'why killing white babies is okay' articles? Doesn't matter if you believe what the content is saying, it just matters you get eyes on it. So for failed journalists becoming moderators (I'm not pointing any fingers here so we're clear) or admins of communities designed to repost your low quality bait makes sense. Same way any time you look into grass roots activism it's always funded by large corps or political agencies. It's never actual grass root responses to things.