>Curious what they are upto .

I'd answer this question with one word, cynical though the answer may sound to some: signaling. Whatever positive consequences for the socially disadvantaged their efforts might have going about it by hiring loud and popular self-appointed advocates looks a lot like a PR move. There is better bang for the buck in helping the poor in particular (e.g., through the effective charity community) and better expertise available to direct tech projects that might help them but those generally come without the glamour associated with Twitter personalities. Hiring them allows a company to leverage their existing social networks to present a certain image of itself.