It is the race to be on the first page of the thread since it is often the only page that is being read. I'm not sure if the campaign participants today are being mandated to be on the first page of the thread but I'm not gonna be surprised and advertisers would like that.
I got to find out that was a thing after a user got caught and even had the guts to come defend to having being doing that and didn’t take much of ot since everyone else was doing it. Like, everyone else, I really wished the user got to list his colleagues in this act but, I didn’t care to ask at the time.
I don’t know the validity this gives to these accounts especially when your going to end up with an off-topic reply or would have the edit timer labeled on your comment just to ensure your the first to have made a comment on a thread.
Am sure with threads being created against these behaviors and posting habits, users are taking notes, most especially managers but, first page sampling is the desired by managers so, what do a few care. In essence, you do more harm to your account as an individual than you would to the campaign.
It doesn’t make sense to not read at least the OP and preceding comments or the continued discussions on a more recent page before commenting. You miss out on the trending at the time and you don’t get to add more knowledge to your library as you have it.
The essence of reading through people's replies before posting is to ensure you are not repeating what others have said and secondly to check if the context of discussion had changed on the way. So, in such posts like polls or something similar, one can just read only OP and still be correct to post. So, check the nature of the post you were referring to in OP before reporting to the campaign manager if necessary.
Why I might agree on some context to this, actions and inactions could do a lot of validation.
Like, if you’re only going to just vote in the polls and not comment, you could be absolute on your response which is validated on the vote cast. Meanwhile like you said, having to read through ensures you’re not making a lot of repetition but rather adds to what has been said, well yeah. That goes too and it obviously means, you still get to read the comments from other users. You get the sense of direction which the thread can’t conclusively give and follow up.