I think famous people have known for centuries that with fame and recognition you'll also get hatred. Social media is merely a new avenue for it and brings it much more into the limelight.

"Outrage generates clicks, clicks generate virality, and virality generates profits."

Yes, and this is at the core of why it's become so prominent. There are even programmes and bots which will add nasty comments in order to get that engagement going. I think the saying: 'forewarned is forearmed' goes well here. If you choose to post online and what you post does well then you will likely get some hateful comments. Some content creators who make money from their content will make more money the more interactions they get, so they've taken the mindset of it being a positive thing when they get this interaction and some have even joked that those people getting nasty are just helping them to pay their bills. Some content is even purposefully goading in order to make money from this algorithm.

The reality is that most people are still decent people and it's only a few who will get nasty. If it's looking like a lot of people, then the chances are that it's not, it's AI or programmed interaction. So knowing this I'd say that if you're wanting to post online you should decide if it's worth the stress of dealing with the hateful comments if what you post goes viral and try to remember that unless you're posting something controversial more people will be positive than negative in their interaction.