That Telegraph article is a corker. It actually says that 'they' - i.e. H&M - troll comments sections. I know it has been alleged and rumoured for years, but here's a broadsheet saying it in black and white.
'They have tried their hands at various pursuits in that time, from taking Silicon Valley roles that are nonsense even by the standards of Silicon Valley roles, to hosting podcasts that are inane even by the standards of podcasts, but the only big hits have come when they’ve done what they undeniably do best: wind up the critics, troll comment sections, draw out hate clicks, and turn up the annoying to 11.' [my emphasis]
Will they sue? The saga continues.
Archive version (not paywalled) here: https://archive.ph/ZF0T5