Because by getting mad and all riled up about it, you're doing EXACTLY what he wants. The best way to beat a troll is to ignore the troll. Posting links to the article, sending it to friends, talking about it, writing in the comments, etc is all stuff that the writer WANTS and encourages more of that type of media.

If junk like that didn't get any clicks then the editors wouldn't even approve the columns for publishing.