Kipling: It can be seen in two ways. Applying a flame to someone, by directly insulting them or by making a seemingly innocent remark which will provoke them. Another meaning is as a shorthand for inflaming - whereby an already heated situation is prolonged, renewed or heightened by an inflammatory post. Flaming of this nature may not be intended, for example, poor moderator action can do more harm than good, and supporting a friend publicly rather than sending a private message can add fuel to a fire which should be left to fizzle out.