Think one problem is that though a lot of people nowadays are used to use social media most have little clue how social media work, or any kind of media even, media illiteracy is a rather common thing unfortunately. Just because people grew up with something doesn't mean they automatically understand it. That ignorance feeds very much into an anyway widespread tendency for looking for "easy" explanations (which are often getting amazingly complex though, while truly easy, or simple, and often right explanations are dismissed as unrealistic or naive) and plenty of guesswork creating some sort of logic leading to conspiracy theories: There has to be a plan, that must have been something done by someone on purpose, no way they don't know what they are doing... Add that many people stay inside what is called an echo chamber or a filter bubble, they barely get to see anything discussed outside their circles - something not so new, anyone who grew up in a smaller town or in a village or any kind of close-knit community knows something about people getting stuck in a small world and mind, ignorant to other information, but it's interesting how much such habits persist online, where we could have access to so much more and very different sources and information often with little effort.
How many people are still surprised when hearing/reading that what they get to see in their Facebook timeline is filtered and sorted by Facebook, based on assumptions the Facebook team has about what you would prefer to see, assumptions drawn from statistics of your recent and past websurf behavior, likes, comments, shares, clicks, turned into an algorithm controlling your timeline? How many people still overlook, that Twitter tailors the trends shown on the websites next to your timeline to your location and who you are following? Or do you know that those trends are anyway hashtags and keywords showing a significant increase in mentions in the past hour(s), not what people at any given time are tweeting about in huge numbers? So someone at the Eastcoast sees for example #Rumbelle trending - but that doesn't mean that it's trending as well at the Westcoat at that time, let alone worldwide and it doesn't mean , that many people are tweeting about it at all, just that it is emerging as something relatively popular in a certain area at the moment (it can help to read the help sites of Twitter support, they explain some things there, and if you're tech-savvy enough you can see some differences using different proxy, VPN). Always find it cute when fandoms talk about making something trend on Twitter, often sounds like starting a hunting party for the mystical holy grail to me. It usually has nearly as little information value as most polls on popular gossip, eh, review sites have. But even something like People's Choice awards says not that much about viewer numbers and popularity, they are more about who is able to create the biggest buzz and has the most devoted fans having nothing better to do for days than to vote.
Egghead accounts might be new or little maintained, so likely some troll alias or spammer, but on the other hand plenty of seemingly legit, real accounts are fakes, trolls, spammer as well. Don't get fooled by existing profile pics, bio and not even by a large number of tweets about (seemingly) different things. Spammers are getting more elaborate, bots creating such accounts are getting smarter, and trolls anyway might invest some time to have a number of accounts to use. Many of those accounts are following a number of celebs just because they assume that everyone does, so it makes them look more legit. As they follow each other to make it look like there is some circle of friends. Not to mention cases where accounts trick people into following them, pretending to be an actor, singer, some emerging or even better known celeb for a while, preferred if those have no account themselves or no verified one yet. Occasionally those accounts later claim they were just fan accounts, but frankly, if that were so they would made that visible from the start. Had such cases just recently with a different series, on Twitter and Instagram. Or those lovely accounts counting on people's compassion, performing for example as kid with cancer and so tricking people not just into following them but occasionally even manage to get a number of retweets even by celebs. Sadly social media are a paradise for cons.
Looking at the rather limited range of answers and tweets by Horowitz would say he could very well let a chatbot do the work on Twitter for him. Well, maybe it is already a chatbot working for him ;-)