Trying to inflame it. I haven't seen any evidence it was effective. It's not as if there was a shortage of outrage on Facebook or Tumblr.
It's a bit analogous to having a server that lots of people access. Then you notice that a bunch of people have been accessing it with write permissions that weren't supposed to write to it, but the data's totally disorganized, you don't have a backup to compare it to, and reconstructing the changes they made is a pain.
That being said, there's been quite a bit of individual changes identified at this time by going back and looking which are evidence that changes were made, but as far as how any of the changes add up to significant functional differences, we don't know.