From Sharp SEO:
Being generally rude and making fun of people, especially those who are well known in the blogosphere, has proven to be outstanding linkbait. Just look at thosebastards.com. They’ve made a business out of poking fun at high profile bloggers and others. The Rich Jerk is another great example of rude/asshole marketing. This guy has made a fortune selling his ebook, and a lot of his success is due to the clever marketing angle he uses. The arrogant and witty persona he assumes generates buzz. Some of it is rather funny, actually.
Often the only way to rise above the marketing noise is to be passionate – or provocative. Sometimes I think a mean sense of humor can go a long way.