From their perspective, whether it is bait or not, they only benefit from commenting on it. People buy into their news media if it either asserts what they alre

From their perspective, whether it is bait or not, they only benefit from commenting on it. People buy into their news media if it either asserts what they already believe to be true or outlines something outrageous. This news coverage is just the beginning, but it'll probably fizzle out because it's a lose-lose for news media. It has also been started in public and is easily debunk-able.