It's self-perpetuating, like sadchild's reels. The more you reference it, and talk about it, the more you get.
I follow F1, so I get a lot of F1-related news stories, many of which are from tabloid-like sites. One showed Lewis Hamilton rebuking US Press Secretary Caroline Leavitt, which never happened. Now, he may have been asked about a statement she made, and he responded. So they put pictures to it, and made it seem like a direct interaction. But that happens all the time in news stories. They use "stock footage" to represent the reaction of the person in the story. I also see a lot of AI generated pictures of drivers looking like they've signed with different teams (they're wearing the uniform), but everyone knows it's just for laughs.