So you're a down and almost out loser. Suicide by cop might be a great way to end it all, but you want to leave a legacy. You want to go out in a blaze of glory.
What better way to accomplish this than to buy a gun, or several guns, and shoot up a school or a theatre or a dance club? Ya, you'll be dead, but you'll be famous at last!
Fame is one of the touchstones of success in our messed-up way of looking at things. Hell, we've even got a sizeable subset of famous people who are famous for nothing more than being famous! That's gotta be a good gig if you can pull together the right management team to make it happen.
And those teams are out there. It's a burgeoning industry. PR professionals, brand managers, professional spokespersons, publicists; the whole nine yards are available for anyone who can pay the freight. Or you can skip all that and just spend a few hundred dollars at the gun shop.
Why does the mainstream media play along with this? Sure, the public deserves to be informed, but why does it matter what the name of some hate-filled fuck is who shoots up a dance club? Let him (and it's always a him) sink into obscurity, and the sooner the better.
If the guy responsible for this outrage in Orlando knew there would not be so much as a whiff of fame for him after the fact, who knows how that might have impacted his thought process?