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To get to the meat of it, it's probably not intentional, and it's probably not to show off. The fact of the matter remains that semantic information is linked to a hashtag on Twitter (as well as hubski!) and that it will have a profound affect on the way this site is handled in the future. It is fascinating to watch. The main points to refer to with regard to the ambient affiliation article are Fig. 3, Fig. 6, and references to logogenisis. On Hubski however there have been few times I could ever call someone out for tagging just to draw attention for shares or something-- probably because at least in my opinion it isn't such a big deal for someone to show off how many shares they got on a post.