I sort of get what you're saying. It's a feeling like, "They're just jumping on the bandwagon because it's cool right now. They're just appreciating him in a shallow way."
Secondly, perhaps it's probably also "If they really appreciated him, then why didn't they do so before this movie came out? Why didn't they give a damn before when it was 'harder' to be a fan? They're only doing it now because it's easy."
But if you think about it, hype DOES work that way. That's why the Thriller hype was so contagious and everyone wanted to be in on it.
Everyone starts somewhere. And it does seem a lot of people on social media ARE trying to understand Michael as a person.
I became a fan back in 2001 after seeing the 30th Anniversary concert on TV. I missed out on so many years but hey, I'm glad I made it here at all.