One theory is that Johnson's rambling confession of his seemingly bizarre and stupid hobby of making cardboard buses was a cunning ploy to intercept google algorithms and bury his 350£ million NHS side of a bus lie further down the search engine. The smoked kipper was another ploy to bury google searches relating to his UKIP connections. Search Johnson and UKIP now and you just get kipper stories.
It appears to be that in the crazy, stupid world of our current politics, each time someone posts online with outrage and incredulity at our future PM's antics, they are actually helping to bury the much darker lies and dodgy connections that represent the real Jonson. We are all being played. Behind the quirky buffoonery there are clever manipulations at play.