Why put on the trench coats and have the glamour shot? I think John Cowan nailed it: attentivores.
Culture satirizes any source that takes itself more seriously than it is essential or more novel than a new version of an old model. 1.6 million people willing to give you access to their raster attention budget is as trivial or non-trivial as what that 1.6 million will do given a message from the twitter account. Marketing speak particular; it's non-trivial. It is power.
What will smurfs do for a smile from the smurfette? Sometimes, quite a lot.
UPDATE: Amber comments on the Lolita Effect. In the sense that this incident is about 30 somethings, it doesn't quite apply. In the sense that the objectification of women has been brought up, it does. Do read this: