Political activism based on consumerism and brand loyalty. Many users have invested themselves (time, friendships, network, money, job) in the twitter brand. T

Political activism based on consumerism and brand loyalty. Many users have invested themselves (time, friendships, network, money, job) in the twitter brand. They want to defend their investment. Many others haven't as much but might like to invest a bit of disposable money to gain a return. Twitter the brand benefits regardless. look how much it's users care for it.