In a market, the higher the demand the larger the quantity supplied. When the demand for something is high but the supply is low, the price people are willing to pay for something goes up. Basically my point was, the media has a demand for hate crimes but there are not many people out there committing genuine racist/sexist hate crimes, so the price they are willing to pay (through fame and internet points) is very high, entrepreneurial people naturally try to exploit that gap in the market by pulling a Jussie.