Well....it has been awhile since Mikey was front page news, so just like Jacko (when he was alive, of course), Mikey has got to say something or do something really outrageous to get him back in the public spotlight.
It's the same thing as shit - when it's fresh, it stinks pretty badly. Then it dries up and doesn't stink so badly any more. So Mikey has to come along and take another dump just to keep the aroma going.