Humans seek to avoid what they do not like. But, mark my words, it is sometimes necessary to rummage through the garbage pile. And remember, data can still golden even if it is hidden in dung. They are many ways that users can be evil and twisted. A user might spread bad news about you to their friends and family.
Negative words carry a lot more weight than good words.
And, if the evil person is talking with friends and family, there is a trust bond. People love dirty laundry. They love gossip. To many people, evil gossip is much more fun to spread than good gossip. A user might try to hack your web site or server.