It doesn't matter good or bad. All they care about is that it's read. The writers with the highest read percentage are the golden boys. To stay on top they like to push the envelope towards the fringes. Short story, if you don't like the crap he writes, don't read him. In big enough numbers, it has impact as it is tracked.To your point, if enough people don't rwad him, click in him, it means he's losing relevance and may try a different angle instead of just bile.