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> Is the fake accounts thing overblown?

> Like, if I create a fake verified Eli Lilly account on Twitter with no followers, how would anyone even see it? It seems like it would only get picked up and shared by people in on the joke.

People would share it. Think: troll + random thing going viral. The troll gets the ball rolling, and not all trolls would succeed at that, but some would and after the initial push the ball would keep rolling on its own.