Aldi is happy to dole out recognition to individuals who want to engage with it, playing the attention game where consumer praise is awarded with publicity from the Aldi feed. The consumer endorses the brand, and in turn the brand validates the consumer. The opportunities for this quasi-reciprocal participation in brands is presumed to catalyze customer loyalty.
Some people like to share their appreciation through social media. It can also be nice to know that the company that you patronize has responsive staff monitoring public conversations to service your needs.
I think you can understand that, you just don't see the value in it, which is fair enough because I don't either. That's probably one of the (subconscious) reasons I shop at TJ's - decent food at a great price, and no marketing BS that detracts from my experience with the brand.