Internet Fighting

It seems like fighting over the Internet has been around since the very beginnings of the Internet. Most of the people who do this, most commonly referred to as "trolls" in Internet lingo, have fun while doing this. The anonymity of the Internet makes it incredibly easy to pick a fight as there is a very slim chance one would actually meet the person he or she is fighting with. Paul Bradshaw's "12 ideas for blog posts" even suggest starting a fight with another blogger in an attempt to gain traffic. The question that I immediately thought was, "Is this something we really want to be saying is alright to do?" To me it seems like doing this is the same as those Z-List celebrities, like Kim Kardashian or Paris Hilton, who practically whore themselves out in order to be famous. In my opinion, this is not how one should gain readership to a blog. Why can't we just write something substantial or thought-provoking that will make someone legitimately want to read the blog? If you can't write something like that and you have to resort to picking a fight with some random person on the Internet, maybe you shouldn't have a blog in the first place.