Really is it such a big deal? Its an initiation, a ritual, an ice breaker, whatever. Football is about money,ego's, tantrums. This is a bit of fun.
I dont like the fact X factor/voice/singalingathon cráp is on tv every saturday, i dont sit and watch it and complain about it tho.
As to who upped it, its probably Bullen or someone who is excited(as an Owl as we all are) about seeing Jordan Rhodes in the blue and white and they are going to milk every bit of PR and why not. After the story about the Boro kid this week its nice to see someone act like that.
They are just trying to make the team more accessible to the fans via social media and we seem to have an issue with it.
Maybe we need some more 'Do we drop X or Y this week' threads (after winning last 3 games)