Marketing is also upping their game and masquerading their promotions as organic activity on social media. This happens to tech topics, too. As an example: about two years ago, for about a month, tech subreddits and HN were full of discussion threads about how awesome CoreOS is, the users patting each other on the back about it being 'a breath of fresh air', usually with very little technical details on how and why. Then it suddenly receded and one rarely hears about it today anymore. In retrospect, I'm certain it was a coordinated marketing campaign, but at the time it was indistinguishable from genuine Redditors discovering a new passion.