Sometimes, big things happen. Things of the nature of big celebrities dying. These thing naturally generate a lot of attention, buzz and discussion - they wouldn't be big otherwise.
This sudden burst of activity tends to generate a secondary burst of activity. That is to say, comments on how there seems to be a lot of attention given to that big thing that's going on. Sometimes with a connotation that this is attention poorly spent, and that there are other things in the world to attend to.
This in turn spawns a tertiary burst of activity, noting that the secondary burst is if anything even worse than the first, as it gives those involved even more excuses to spend even more time and attention on the inciting incident. Which is the opposite of what they want.
As you might have already begun to suspect, this is an inherently iterative process, and has the potential to become a discursive perpetual motion machine.
The only winning move might be not to play.