"Posters generate Discourse; reply guys and commenters continue and refine it; finally, influencers and Brands capitalize on it. It is possible, though rare, for reply guys, commenters, and influencers to generate Discourse, but the point is: someone has to kick it off and usually that someone is the person with the least inhibitions." https://www.theverge.com/24058356/trolls-social-media-commenter-lurker-reply-guy-threads