I think it has to do with the desire to consume organic content.

We're currently live in an SEO-optimised hell where everything is monetized. Years of wading through this swill has subconciously made us seek out spontaeneous, unplanned interactions and content, which seem more humane.

Thoughtless social media comments, quips, and many of the funny tweets are prime examples of stuff that is done for the fun of it, without any "ulterior motive" in mind, and refreshing to come across.