How is a "sharing" economy, or the vast majority of startups, helping anyone but stakeholders? Without citing a particular piece of content it's hard to say anyone's lying, just being way too dramatic for more clicks. Because that is the current incentive structure for web publishing. Bullshit outrage pieces make way more money than long form investigative peices that are significantly harder to make, and exponentially less people read. Just like working on big hard problems takes more time/talent/research. Easy money and complaining for everyone!
There's a clear ethical difference between a frothy startup and deliberately provoking negative public behavior.
Does secret deliberately provoke negative behavior? How about yik yak? Until the incentive structure changes for writers, they'll keep writing that stuff. Just the way it is.