The Onion

The problem, from a comedy perspective, is that lots of people go there. Ricky Gervais, every right wing late wanna be news or comedy talk show host, every unoriginal Twitter/X jokester, your drunk uncle at Thanksgiving, etc. The "I identify as X" joke they all derive from has been dated since like 2010.

The only reason he makes headlines is because he's famous and used to be good, and now his bigotry makes people angry and sad instead of laugh. Those reactions do draw clicks, and it makes him want to strike out and keep doing it, because all famous, rich people are children who are mad at people who don't like them.