I think you're reading into to it too much. If you look at the questions Richie has chosen to answer on twitter and the way he's gone about it I think it's plain to see that he's entirely disinterested with twitter and is doing it because Luke or someone thinks it's a good idea to promote the album. I think he's answered that because he can't be arsed discussing his artistic direction to what, i imagine, he sees as a mindless demographic. Look at the vast majority of the tweets he's responded to ("we love you in Sweden!" - "i love sweden too" etc.), it's just mindless drivel.