Why do some posters need to post for attention while others don't?

Psychologically, I know the reason for it; people have been shown to need a type of attention that psychologists call belonging. I mean Maslow put belonging in his fun little hierarchy of needs. How do we as a species benefit from benign postings meant to inflame, whilst garnering as many comments as possible?

I would say that intense competition to see how many times we can be on the first page in general discussion can benefit our self esteem. They do say that one way to seek attention is to do a lot of something. Those individuals are often extremely concerned with attention and social validation. They are likely to be less interested in the actual content itself, and more interested in having an audience and how the audience receives and responds to the information. Excessive attention-seeking is not a character flaw. It is a brain wiring response to early developmental trauma caused by neglect.

What do you say, is this just drama which causes the pituitary gland and hypothalamus to secrete endorphins? Perhaps those endorphins mimic opiates in the brain and become addictive?