Well I don't imagine they spend hundreds of millions of dollars on persona management software for nothing http://dissociatedpress.com/2011/02/on-the-internet-nobody-knows-you-are-a-personality-management-software/ The past year or two in particular they have been spending a lot of money and time on software that lets a single agent easily manage hundreds of nyms with distinct personality characteristics. The two primary purposes I can think of for such software are increasing human intelligence capabilities (instead of a case officer managing 100 paid human intelligent agents, they can simulate being 100 human intelligent agents on the internet by using the software), and of course polluting the view of consensus on the internet in psychological operations.