A bit of column A, a bit of column B.
This is their whole shtick: constantly manufacturing more outrage and "engagement". Yes, the personal grievances, egomania and narcissism are real. But it's just what they do. Throwing shit at the wall, and only when something sticks, decide what to do with it. It's not acting per se but it has method. Very simple, very primitive, only half-conscious method, but a method it is.
And surely meanwhile somebody behind them is using the opportunity to actively dismantle US democracy - more focused, but essentially still using the same "method".