It has been noticed.
I mean I signed up for the biscuit chat when various social media fora were driving marketing and fintech changes and I was tasked with "having a look at it".
But it's basically become a revenue stream that needs controversy to keep the stats up.
I can easily see a future where the more grown up sites start charging 1p a post or something, to make sure that they are getting slice of that £72,000,000 (which I posit as an example, not a definitive source).