In France the “pixel war” was the name of the second r/place and every news media talked about it. Even Zinedine Zidane, or most beloved french soccer player made a video thanking one of the french streamer that lead the “French army” in the pixel war". It was the biggest reddit ad ever made in the country.
I recommand reading threads.net account of one of his child (she activated federation). She really exposed how he has always been liked that and he is just good at manipulating his public face.
here is the thread: