It depends. Some were just doing/saying whatever got the most attention (like Chris Chan, which is what makes that whole thing tragic). Some had a vested interest in whatever was being farmed. Zach S and his RPGs on Kickstarter come to mind. People complaining about the projects missing deadlines, then Zach would write 5 paragraph essays (not an exaggeration) under each comment ending with threats he'd subpoena them for slander.

Then of course you have your rightwing terminally online chuds who are easily riled up by anything "SJW" easily farmed for laughs.