While I understand that, the conflict that makes this analysis important is based on reasserting a presumption that Twitter and its trends represent organic sentiment or desire. Make no mistake, the entire social media business model is predicated on disinformation (outrage for ad engagement), and the only real problem they are running up against is how to keep doing as much harm they are doing without being regulated out of existence.

Good on them for publishing, but concrete analysis in this case is faint praise, and imo, it's going to look like astroturfed tobacco science in 10 years.