There is a lot of hatred being expressed online. Here in America it has become one of the national pastimes, right up there with baseball and Type 2 Diabetes.
Fear of this hatred seems to keep some bands and businesses from posting anything more in depth than "Sometimes I'm in the mood soup." It is the online equivalent of being simultaneously out in public and in the Witness Protection Program.
Unfortunately this strategy does not do much for building an engaged, interested following. Although it might be of help to the soup industry.