Baiting

From CaseyPedia

Many master baiters experience wear-and-tear in unfortunate places

Baiting is the act of trolling one's haterz with the gradual release of possibly-fictitious information.

Casey Serin prefers the term baiting to trolling, presumably because it makes him sound more artful. As the IAFF story unfolds, it's becoming clear Casey is developing into an accomplished master baiter (along with the false sense of accomplishment that entails).