I think sometimes this has a lot to do with the communities people have access to as well. For example, if you asked your every day person if they can name a forum website, I think MOST people would bring up Reddit, which is where I left to come here. If you jump in any of the pet keeping subs over there you'll find the most toxic, argumentative, know-it-all bullies on the internet. So if you're an animal rights person, and want to find a bad guy, that's your place to go. No one wants to look at the smaller .net BP forum that has taught me more in a couple of weeks than Reddit taught me in 8 years of being there.
Joe Exotic and the Tiger King documentary is a great example too. Netflix didn't make a documentary about a true conservation facility that's doing good work, because it wouldn't have picked up the viewership that that garbage fire of a show did.