Lil Tay, the self-proclaimed “world’s youngest flexer,” is up to her old tricks. The new OnlyFans star is capitalizing on her record-breaking launch by insulting large swaths of people to ensure that outrage keeps her in the spotlight. Lil Tay’s always thrived on outrage, and this time she’s decided to take a swing at a group that encompasses a large portion of the global population: women with a 9-to-5.

Lil Tay joined OnlyFans on her 18th birthday. Reports state that she earned over $1 million within three hours of her page going live, setting new records for the platform. Her long-standing internet persona has always been tied to flaunting wealth and luxury, and stirring up buzz online while she does so. There’s been some skepticism about whether or not Tay gave an honest report of her early numbers, but the announcement that she’d made so much money went viral.

The new OnlyFans star recently stated that women over 25 who work traditional jobs are “failures.” She said that she’s only 18 and is making millions of dollars on OnlyFans, and encouraged other women to “drop the OnlyFans link” instead of staying in their 9-to-5 roles. People who defend traditional careers pushed back against Tay’s explosive statements, while others dismissed the remarks as rage-bait. Lil Tay thrives in the outrage cycle and has been known to use it to stay trending.

It’s difficult to see her current behavior and not connect it to her past persona as the “youngest flexer” online. Lil Tay first went viral at age nine and is now openly fueling feuds and scandals. Controversy has always been her business model, and her team works to leverage trending moments. Every single instance of backlash that Tay gets only fuels more of her visibility, all of which is directly tied to subscription-based income.

The psychological impact of viral fame on child influencers has lifelong consequences. Lil Tay’s early exposure to online attention no doubt shaped her understanding of her own self-identity, as well as how one interacts with other people. There was also a widely publicized death hoax on her Instagram page that she credits to being hacked. Losing access to the account that fueled her early rise to fame also had to come with a brutal mental impact. Mental health experts warn parents that early fame can lead directly to identity issues and unhealthy coping mechanisms. Relying on shock tactics for attention and relevance is one such coping mechanism. Lil Tay’s latest controversy falls in line with this larger narrative: pursue fame at any cost and ignore the emotional fallout.

Lil Tay’s brand is built around being impossible to ignore. Between record-breaking earnings, multiple viral controversies, and consistent outrage marketing, she’s positioned herself to stay in the headlines. But now that the “youngest flexer” has turned 18, the biggest question that needs to be answered is whether she can maintain the constant chaos without finding the limit of what she’s willing to pay emotionally.