Do you know what a passive-aggressive personality is? It's someone who uses any means necessary to get attention, from anyone, in order to fulfill their needs or affirm their existence. In some instances this can be exhibited by utilizing extreme actions, often destructive, in order to get attention.
There are people on the Internet who do the same thing in order to help establish a name for themselves or to promote whatever product or agenda they have. A perfect example would be someone who wants to get attention for a new or existing product that needs to be revitalized - so they attack their competitor in the hopes that there are others out there that don't like the competitor as well. This will get both positive and negative attention on the Web; positive attention from fellow detractors and negative attention from supporters of the competitor.
Another good example of this is what I call "CrossFit Bashing". CrossFit Bashing is very popular nowadays, especially since CrossFit has exploded in the fitness world in the last couple years. There are a lot of detractors out there who have never walked into a CrossFit box, much less do a WOD or work with a CrossFit trainer. A good example is this article by Dewey Nelson where he supposedly defines what he does and then states that CrossFit (which he considers an extreme sport) doesn't do the same thing. Read the article and see if your experience at CrossFit Koncepts is a LOT different than what he states in the article.
Personally I think it's BS... but at least the CrossFit Bashers are doing a good job at making my job easy when it comes to showing people that CrossFit Koncepts can help them meet their fitness goals and have a great time doing it! :)