This looks like a publicity stunt.
If you selectively present anything you could possibly present in a negative light and do so without context, you can make anything look bad.
If one were to look at the ratio of such messages to praise and neutral messages, that would probably paint a very different picture.
Just numerically one can see that 1000 messages over 10 years is only 3 negative messages per day, and someone famous might get hundreds, meaning the negative ones are a few percent...
It's a bit like collecting all the [dead] comments on HN, presenting them all at once and then claiming that HN is a terrible community.