You should not encourage mass shootings.
James is an up-and-coming political blogger in a state that just had a major mass shooting.
James wants to increase his audience.
James posts an emotional video interview with one of the victims' families.
James posts a video arguing that the shooter might have been a very fine person.
James' blog acquires many new followers who praise him for his compassion.
James' blog is flooded with new readers all trying to argue with him.