“it is important to understand that trolling is not simply about being obnoxious on the internet. It is about baiting people. The term itself arguably comes from a form of fishing. The victory came not from being horrible per se, but from getting people worked up, making them care. It gave rise to a moral economy with a single, absolute rule: the worst thing you can be is someone who meant it”
https://www.joxleywrites.jmoxley.co.uk/p/on-radical-sincerity