As an example, imagine that a vote comes up for raising tolls from $1 to $2 on little used street. It's one of 1000 votes a month in a direct democracy. There's little chance of getting attention if you get a bunch of people together to vote "no" but what if you get a bunch of people together to vote "no" on all odd numbered streets?
A large number of contests with low voter interest, plus the potential for publicity is fertile ground for trolling.