It's that small part underneath that knows that there are no real victories left to gain which turns any kind of notoriety and controversy into a victory, probably as a self-defence mechanism. My method is to try and ignore it. I ONLY know of many of these internet celebs who purposely stoke controversy like (**actually to follow my own advice I edited out who I'm referring to) for eg from here. Obviously not intended, but the regular complaining makes it more likely I or someone else who doesn't know about them will one day click on one of their videos or clickbait articles and give them traffic out of the curiosity of people talking about them so much, and others leave negative comments which creates activity (positive for youtube algorithm) when others then engage with those comments. Getting no reactions from others I think is far worse than the criticism they expect and are almost baiting, that lets them play into victimhood and the us-against-the-rest mentality that keeps this thing going forever. Just my take on it all.