Well consider this example (idk how similar it is to the case in the article)
@abc, 11:10 Yay football #superbowl #football
@xyz, 11:11 abc sucks #superbowl #football
@abc, 13:20 I just had potato soup for breakfast #soup #breakfast #goodmorning
@xyz, 13:21 Wow I really don't like abc #soup #breakfast #goodmorning
Imagine months of that