There is a lot of chatter about him all of a sudden. He's going down the "supports a worthy cause" root and nobody knew except, gosh darn, how ever did the news slip out? The man's practically a saint.

His hobnob links go back a while. Presumably whoever he got his material from, or whoever he pays to churn it out now, considers hobnobs an easy shorthand for crumbly biscuits. Annoying though.