Because social connections are a key (perhaps the key to happiness), the fact that Twitter technology connects people makes this effect even more intense.
There is a common notion in the drug industry that bigger is necessarily better, and that securing more than 10% of the world market is the key to corporate happiness.
One leaflet proclaimed "Your personality is the key to your future success and happiness" and urged people to take a free "personality test" at the Scientologist church on London's Tottenham Court Road.