Trolls have gotten more skilled, and are able to convert new trolls without people realizing they have become trolls. You just have to get people angry a few times, and they'll do anything you want. Once they've calmed down, they'll continue doing the same thing for the sake of consistency.
Musk has pissed off the media by calling them out on their lack of ethics, so a storm is coming for Musk that will look very similar to what happened to Gamer-gate when they called out the media. The media literally branded them as women-haters with zero evidence and it stuck.