Right now they just like what they like. What you see on the front page is Remember this isn't a tipping platform. From the whale's point of view they aren't "tipping" a content producer. They're just upvoting.
It's like when a fat guy does a cannon ball into a pool. He's just having fun & being himself, and doing what everyone else is doing, but people around him can get annoyed because he's making a much bigger splash.