Did they show their hand too early?
The twitter fun was a nice stunt, but long-term I can't help thinking it would have been more damaging to continue stealthy infiltration and document-leaking. I'd have set my sights on the real juicy stuff: Finance reports from sony pictures demonstrating just how bad their accounting is (In any other industry, it'd be considered tax evasion), contracts documenting dubious business dealings. Maybe even use the trust relationships to advance from media to technology. Once you've managed to empty several major fileservers of their precious documents, then you release some drive-eraser malware to obstruct any investigation and take over social media to publicise your good work.