Here is an important article very relevant to the present debate:

"Most brands and personalities try to appeal to a wide swath of the population. Niche players and polarizing personalities are only ever going to be interesting to a small subgroup. While this might seem like a disadvantage, it’s actually a huge opportunity: Because it allows them to leverage the dismissals, anger, mockery, and contempt of the population at large as proof of their credibility... Someone like Milo or Mike Cernovich doesn’t care that you hate them—they like it. It’s proof to their followers that they are doing something subversive and meaningful. It gives their followers something to talk about. It imbues the whole movement with a sense of urgency and action—it creates purpose and meaning."

http://observer.com/2017/02/i-helped-create-the-milo-trolling-playbook-you-should-stop-playing-right-into-it/?em_pos=large&ref=img