I’ve mentioned this phenomenon in my post of “I hate Elvis” stickers.
There are two kinds of people in the world. Those who love the glitz and glam of Hollywood and those who hate it. The ones that love it, tune in for the celebrities. The ones that hate it tune in to see Ricky take the celebrities down a peg. By creating tension, they get both audiences to tune in.
They create drama. They create buzz. Each side saying they love or hate Ricky Gervais.
The bonus is the arguing back and forth between the audience on twitter creates better promotion for the Golden Globes.