The side effect of this behavior was that it sent a signal to the community that "Marc Andreessen" "Favorited" this page/product/tweet which could have surprising effect. I was at a receiving end of this and it brought a hoard of viewership/followers/favorites.
It's trickier with Facebook, and it might be the same with Twitter if I used it for personal interactions, because on Facebook I see a lot of "my family member died" and 'like' is not entirely appropriate for that.
"Like" versus "Favorite" is a much smaller change, of course, as is "heart" versus "star" -- but they're still changes. Why shouldn't they have an effect?
Over time, social media platforms have effectively converged on the same basic set of verbs, with each verb doing everything all its parents did. But people still think of the verb as being the same one the platform started with, and limit their use to that use-case. I think it can be smart to switch from a "dialect" verb signifies to a "common loan-word" one, precisely to get people to take notice that the verb really has done more than they thought for a while now.