Everyone who reads cares about spelling. It has to do with readability. I know that most mainstream click-bait article headline authors do not care. They do not need to, since their message is typically trivial. If you read more complicated texts it becomes obvious why words cannot be spelled differently in every paragraph. (Also, it seems to be a Usonian problem…) Controversy is not the issue. It can arise. The problem is when posts are made with intent of controversy (a.k.a “user engagement”). In a scientific discussion, controvery disappears with increasing evidence (no need to argue when the facts are clear). Also, ban the trolls from everything (never feed them!).