PlayStation account is retweeting tweets from this account. Registered just this week. Looks like standard ARG stuff. Could it perhaps be the new Guerrilla project?
Wikipedia said:Pathos is a communication technique used most often in rhetoric (where it is considered one of the three modes of persuasion, alongside ethos and logos), and in literature, film and other narrative art. Emotional appeal can be accomplished in a multitude of ways.
Update: It's SOMA.