Three decades ago, such a move would have been an eyebrow raising 2 to 5 minute news story on the evening news. Or, mentioned in a tiny column in the newspaper on some page. Most people wouldn't have come into contact with it. Let alone with such vigor that it led to an us v. them dynamic. It would have been a somewhat pointless gesture that would have been quickly forgotten.
Editorial discretion would have pulled to something more "important" such as Presidents pressuring interns into sexual activity.
Today, due to the attentional nature of the internet, the same story is quite attractive. No matter what your stance, you click on it, at least once, because it's bizarre. It's distilled catnip. On HN as well.
People and machines notice that you're clicking on it. So people start talking about it on social media. Which you engage with. And so more of it is served to you by the machines looped in. On and on until you spend an hour or more of your life on a topic you probably wouldn't have touched or known about thirty years ago.
The emotional valence created by the issue is overpowering as compared to the past, and it's self-sustaining. Forever propagating through the intellectual wastelands we're self-curating.
Humans have been dying on pointless hills for thousands of years. But our technology has amplified it to quite an art form.