Ego, I guess. His replies are being liked/upvoted by a social network of gentlemen & scholars, while in facebook the "likes" come from the plebeians that did th

Ego, I guess. His replies are being liked/upvoted by a social network of gentlemen & scholars, while in facebook the "likes" come from the plebeians that did the ice bucket challenge (even though they are the same people; only using different personas/doing different performances).