The striking thing about these people is not just how simplistic, sensationalist, attention-seeking, and generally stupid their content is. It’s how psychologically unusual they are. Ordinary people with ordinary social lives simply couldn’t psychologically withstand the sheer amount of negative attention and hostility they receive. And even setting that aside, the consciences of most reasonably well-socialised human beings in societies that reward prosocial, cooperative virtues (e.g., trustworthiness, thoughtfulness, and generosity) would also prevent them from churning out such content. In other words, most people do not gamify their online communication. Nevertheless, a distinctive feature of social media is that it rewards and amplifies an extremely psychologically unusual segment of the population who do.