Anyone looking for reasons should start with the killers own words:
"I have noticed that so many people like him (the Virginia news crew killer) are all alone and unknown, yet when they spill a little blood, the whole world knows who they are. A man who was known by no one, is now known by everyone. His face splashed across every screen, his name across the lips of every person on the planet, all in the course of one day. Seems the more people you kill, the more you're in the limelight."
These monsters feed off each other and the media, eager for ratings and damn the consequences, are happy to provide the fodder.
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Flanked by life and the funeral pyre. Putting on a show for you to see.
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