Anyhoo, some people devote a forum from their message-board on intentional flame-wars just for fun. But just because it is for fun doesn't make it a total piss-up. The rage felt in flame-wars are genrally believable and occasionally hilarious.
The word 'flame war' originates from 'flame,' the name for an insult thrown in a message-board or IM Convo. To be 'flamed' is to be insulted. A flame war is full of flaming.