The last two paragraphs are a bit confusing to me. One is saying that the company auctioning the tweets compares the process to acquiring signed baseball cards

The last two paragraphs are a bit confusing to me. One is saying that the company auctioning the tweets compares the process to acquiring signed baseball cards -- but I can draw sunglasses on the player's photo with a sharpie if I want to, in that case. I am certainly not allowed to draw sunglasses on the player with a sharpie, of course, that would be very rude. So is Jack selling _the_ tweet, or a signed "photograph" of the tweet? Is the buyer the "tweet's buyer", as it stands in the last paragraph or a... I'm out of analogies.