I have a couple of friends that are trolls(they call themselves that). They frequent Facebook and they make silly comments are try to rile people up, because....well i guess they're bored. They take pride in being banned from Facebook so shock humor. They are pretty funny.
Why is this relevant? What I have learned from them is that high-speed internet is conducive to trolling at all levels. Facebook users want comments and reactions, so their post do just that. Large sites want clicks and attention, so their content does just that.
A deep multifaceted conversation is boring and difficult to do. And above all else does not give you the same satisfaction as emotional content. The internet is an emotional medium, not a rational one. I treat it that way. To learn more on this check out neil portman, specifically his book "amusing ourselves to death".
I try to remind myself that things on the internet could very well have been produced by an angry techsavvy teenager, rather than to attribute any authority to it.