There's a lot of things you could do to be malicious towards other people with minimal effort, yet strangely few people do it. Virtually everyone has morals, and most people's are quite compatible with society (hence we have a society) even if small perturbations in foundational morals sometimes lead to seemingly large discrepancies in resultant actions

You need the right kind of person, in the right life circumstances, to have this idea before it happens for real. By having publicity, it becomes vastly more likely that it finds someone who meets the former two criteria, like how it works with other crime (https://en.wikipedia.org/wiki/Copycat_crime). So thanks, Malus :P