Actually making the words longer like that goes a long way to expressing emotion in your texts - while avoiding the use of emoticons, which make you look like a girl.
For example, adding letters to a word is especially useful when teasing someone- gives them a hint you're not 100% serious.
It was replaceddddd by making wordssss actuallllllly longerrrrrr for no reeeeaaaasonnnnn!!!
Now the text speak is a bit more reined in and not totally incomprehensible like it used to get.