Trolls create anger and conflict and conflict drives engagement. But that is as nothing compared to the engagement you get from public spectacles of righteous indignation. Social media breeds a special sort narcissistic positive feedback loop and it turns out a very small amount of validation is all that is required to set people off. But trolls usually know they're trolls. On the other hand take for example Twitter…
Non-conformity and conflict are not always bad things. They can be a symptom of disharmony, but the correct solution to the disharmony may be a shifting of the status quo, rather than a stamping out of the dissident voices. The path of least resistance to reducing conflict is to silence dissident voices, but that removes a valuable source of constructive change that reduces conflict in the long run.