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I thought it seemed a bit artificial, as if a small number of people were working to make it a thing. My first thought was that it was being done as part of the X-Files reboot publicity.
In general I've been looking for any information on the "business" of paid trolls, putting information into public fora as if they were individuals. Are they contracted service businesses or just people who are part of an organizations promoting a viewpoint. Who runs these businesses. Who works for them. How much are they paid. How do you contact them.
I notice similar patterns of flurries of similar comments all using the same catch phrases and taglines for various issues. Also I'm amazed when at times they constitute the majority of a forums comments, but then just as suddenly disappear when the issue is over with (cf. Publicola and DBT).