Random Acts Controversy?

I recently read a news article about an incident where a Starbucks in Florida had a line of people...over 300 I think who kept paying it forward...essentially, buying the next person in line their drink and thought, wow...that was nice.  I've had it happen to me once at the coffee shop, the person in front of me... for no reason other than being nice, paid my tab and it was pretty cool.
So... the controversy came from a blogger guy (who has a reputation in the town) read about this as it was still going on...got in his car, drove the the starbucks, and intentionally stopped the line because he felt it was wrong or stupid or something...
He even insinuated that Starbucks had started it as an advertising ploy or something like that... really odd to me.
Anyway...
He got all hot and bothered because the barista at the window...was telling the customers that the person before them had purchased their drink and asked if they wanted to continue the gesture....obviously "pressuring" the person to do so or I don't know...suffer the wrath of the Starbucks employee??? Who knows?  Sounds like a kind of dickish thing to do if you ask me but...anyway...
People got involved in some overwhelming unnecessary internet debate over the dumbness of random acts and how it doesnt really help anyone and its some first world way of making someone feel  noble.  My problem with this is... no one is trying to save the world by purchasing the customer next in line a cup of coffee, they are just being nice.
What is wrong with simply just being nice?
Why do we have to make it an issue?

I am on a sub-reddit where the entire object is to randomly buy someone something from their Amazon wishlist...for no reason, other than sometimes its really cool to get a little something for yourself.  I've never gifted anything expensive...usually its 5 dollars or less, but it does feel good and it makes someone else's day a bit brighter.  

I wonder why the internet has to make everything an issue... I wonder why the internet just makes people feel they NEED to hit that respond button of they even have an inkling of an opinion different than the one they are reading.

I really have had to stop talking on most social media because of this....people are disrespectful, nasty, rude, and refuse to even acknowledge someone else's views or understanding of something might have validity. 
half the time I see false facebook memes or horribly incorrect information and just shake my head now because in the world of social media scrutiny, the facts have no bearing if those facts interfere with how someone thinks...even a free cup of coffee from a stranger is wrong if it interferes with someone else's worldview.