Because the media benefits from finding the loudest clowns in the circus, and those clowns all lack the shame mechanism that prevents most normal people from pulling a Joker and leaning into their own publicized mockery. Putting a spotlight on anyone turns them insane, especially habitual narcissists who were already convinced they're the main character in their own little horrifying story. All they really want is to be the center of attention, so they're going to do anything to stay there, and the news is too happy to film it.