The problem is that it's a vicious cycle.
We've seen with the likes of Katie Hopkins that you can have a career for a while based on being a bit snobby about kids' names - but if you're business is shocking people, then you constantly need to go further, until you end up a bankrupt racist.
The only way to keep it up is to have contrary opinions about everything, like Morgan and Clarkson, but never go too far down the rabbit hole. For me, if Barton is trying to stir up controversy for publicity, he's gone way too far, way too quickly.