"Never attribute to malice..." I can totally see the traffic spike = profit angle and that seems to be the most likely reason. If they're looking at raw data,

"Never attribute to malice..." I can totally see the traffic spike = profit angle and that seems to be the most likely reason. If they're looking at raw data, then who the person is may not have even been a consideration. Facebook does, of course, share blame in this since they allowed the ad to show up on their platform. If they did earn profit, they should do something like donate it to a fund that engages in bullying prevention.