The idea that something extremely or "awesomely" bad will garner a bigger reaction and more attention than something traditionally considered "good."

The idea of of "bad" in this context is flexible and refers to something that is easily criticized or parodied.

This is seen as a subconscious movement that takes advantage of the recently changed dynamic between critic and media.

When you eat dirt for the first time and leave your family to build a shack in the woods