You know what’s been pissing me off lately (besides Missouri drivers)? Brands leaning into rage bait marketing like it’s some genius, fearless strategy—when most of the time it’s just lazy. In this video, I break down what rage bait actually is: saying or doing something on purpose to piss people off so it generates clicks, conversation, and “buzz.” The problem is, we’re in an era where “all press is good press” is not automatically true anymore, especially when consumers actually care where their money goes. I talk about the E.L.F. Cosmetics ad that dragged in Matt Rife—someone tied to a bunch of distasteful, controversial jokes—and why that choice feels so intentional it’s almost impossible to believe it wasn’t planned. And I’m extra disappointed because I genuinely like E.L.F. products, but the campaign messaging (“overpriced beauty”) doesn’t even match their rising prices, and their response to backlash felt like a lazy, bare-minimum post. Then I get into the Sydney Sweeney American Eagle “jeans/genes” campaign: the Brook Shields similarities, the male-gaze vibe, and why it made a lot of women uncomfortable. My takeaway is simple: rage bait might get eyes on you, but hate-watchers and nosy clicks don’t equal trust—or long-term sales. If brands forget their core consumers, that’s the downfall.