When you want to be heard over the chatter in a coffee shop, you raise your voice. The same happens in online. Most people are willing to raise their voice in defense or in opposition to an idea, a person, or a product.
You’ll notice a lot of opinions about how good or bad a famous writer is. They are visible, known and easy to attack. The professional writers also don’t give a frack about the noise. All this noise doesn’t reach their readers since they are busy reading… books. If you want to reach that mass of readers, you’ll have to change your story while keeping your essence. Being genuine will disappoint the noisy people.
So what? The noisy people and the internet trolls don’t read or buy your books. You shouldn’t care.