There's no bad publicity.

The real truth is a bit more nuanced. If you aren't well known to most of the public then bad publicity can be great. If only 1,000 people know about you and 90% of them had a good impression of you, then the media plays a story where 1,000,000 people learn about you, but only 10% of the people view you positively, then we now have 100,000 people you can work with to get results. That's clearly much better.

But what if you're already a household name? What if we have someone like Tiger Woods who almost everyone knew about. Let's say that 300,000,000 knew about him with 90% of the people viewing him in a positive light. So now it comes out that he cheated on his wife and because of all the news articles, maybe 310,000,000 people know about him. But now only 60% of people view him positively, which obviously puts him in a much worse position. And, in fact, it actually did cost him millions in endorsements. This is obviously still an over-simplification, but it's something to thing about.

A total escalation instead of toning down!

Win-win for him (more meat) and the media (more rating).

Actually the very same method Roosh used but couldn't carry out.

This was a very interesting read, and uses two laws from the 48 Laws of Power.

Law 6 - Court Attention At All Costs

Law 32 - Play to People’s Fantasies

And he also used the reversal of this law.

Law 5 - So Much Depends On Reputation - Defend It With Your Life

For people who read the 48 laws of power and don't see how you can use the 6th law to your advantage, this is the perfect situation for it. His reputation was already ruined in Asia, and there would be little way for him to clear his name, so instead of trying to fix his reputation, he took advantage of this notorious reputation and used it as a way to play to the media's fantasy of foreigners being 'bad boys' who steal their women. As a result, he made thousands of dollars by accepting his bad image.

This is what we mean by negative attention is good attention.