The ethics of “sh*t-stirring”

In a time when so many opinions are clamouring for views in our debauched attention economy, “sh*t-stirring” has become an irresistible strategy to get oneself noticed. But it does so at a cost, not least to the reputational cost of those who practice it — including moral philosophers. So what is the difference between “sh*t-stirring” and something like virtuous provocation?