Because you’re wired that way. It’s not universally tasty, but it is to some individuals. I personally don’t like the taste at all - I only want the effect.

People are desperately combing through comments, looking for something to be outraged about. That’s what happens in echo chambers - when the outgroup isn’t around to be attacked, people start eating their own. It turns into this insane purity spiral where nobody is ever good enough.