Very serious. I think there could be a market for someone to build twitters for companys that appeal to a specific demographic then flip the twitter over to the company and all of the sudden 10k people are following some company they've never heard of but they kinda like the product they offer.
Example: Lets say Asics want to launch a new like of hiking boots. But they have never made any kind of hiking shoes/boots. You start to build a twitter page that appeals to outdoors people start to gain followers, then one day you change the name flip the account to Asics. They keep tweeting similar info but also through in their new line of hiking shoes every now and then. Free reach to a new demographic.