When we're willing to ruffle a few feathers, we get more engagement. The more engagement we get, the more people will talk to us and about us.
In 2017, you can find plenty of examples of this dynamic all around you. The abundance of click-baiting and fake news is probably the best. They elicit emotions and cause us to take action.
Facebook and the Baiting of Clicks
If you haven't heard the term "clickbait," it refers to a title that begs you to click the link for an article. For example, a link might have the title, "You'll be amazed by number 7." When you click through, however, 7 really isn't that important. It's sort of like being Rick Rolled.
I explored this a bit in another blog post I wrote titled, “Is Facebook Making us Stupid and Lazy?” (Of course, I think the answer is yes. You’ll have to take a gander later and let me know what you think.)