I especially hate the trend of people deliberately saying something controversial, to get more comments/likes/publicity.

One recent example is Piers Morgan in the UK, who randomly decided to criticise Emma Raducanu, a rather likeable British teenager, who just won the US open without dropping a set (including in qualifying rounds)! I can't understand why he would do that, other than to stir up some controversy, and get himself back in the public eye. Either way, it worked.