"There are nine principles that govern the spread of rumors. Simply put, people gossip about others to gain some benefit for themselves, like when businesses create rumors to boost sales. Even though ordinary people's rumors don't have visible benefits, they satisfy their own jealousy, which aligns with human nature."
Just like those people who gossip about Mrs. Kiara, insisting that she's being kept by someone. This is just a subconscious refusal to acknowledge their own failures. What others have achieved through hard work, they cannot do, so they make up excuses, convincing themselves that others must have succeeded through dishonest means. This is an ugly part of human nature, and it's unavoidable.
