"Useful clues about how successfully the gullible are being manipulated"
there's a bit of that
but I reckon the majority are total idiots looking to justify their world view
the worst part about social media is that no matter what utterly ridiculous ideas you may have.......you will find plenty of people.....somewhere online.....that will share your ideas
social media has enabled the chronically stupid to get together and become "geniuses" in obscure chatrooms and message sites
.....and then they come here to share their new found self-validation