Exactly, its all part of the money algorithm for them and they know the market for winding up fans of clubs and also getting support from their rivals is huge......ala Talksport
Might be simpler than that. Harry Kane was the second most searched epl player on google in 2023. Ronaldo is counted top but he's gone. So harry kane is top. So if you want to write an article that people read, write one about harry kane.