I think the term is a bit overloaded in this case. The examples given in the article describe commentary that the intended audience would be sympathetic toward

I think the term is a bit overloaded in this case. The examples given in the article describe commentary that the intended audience would be sympathetic towards. The content is divisive, but the audience is on the same side. I suppose "trolls" (as in "feeding the trolls") would denote folks that create divisive content that is purposefully antagonistic towards the audience.