It’s the same as Wendy’s having a department just to write sarcastic tweets. It’s makes you think of them as Corporation the Person instead of Corporation the Corporation. It’s brand imaging. It makes you form a sentimental attachment to a corporation so you choose them over competitors, alternatives, or not buying anything at all.

Some C level dumbfuck who just wants to be loved by their barista.

This is exactly, exactly the same thing as the guy at the bar or restaurant who thinks all the waitresses and servers are actually hitting on him, for real bro.

They are surprised, because they wanted the attention