He does content? He can be a bit aggressive about his topics, that can rub people the wrong way.

I don’t think he did anything offensively, legally or morally wrong.

I know just he exists, I don’t follow his content.

I recommend these two books:

PR! - A Social History of Spin

manufacturing consent

They’re older, but I don’t think you need “modern examples”, once you understand how it works, the techniques immediately and obviously apply to social media.