I just liked every post on this thread! No seriously, I did.
I've noticed the same thing as Karbuncle, but more about dev announcements. When stuff gets announced on the NA forums, the forum rep who posts it gets 20 or so likes. On the JP forums, it's more like 100+ likes even for crappy little stuff. I think there's a lot of factors involved in this, but the biggest one is they just enjoy hitting that like button for any reason.
They see it as a "this person has at least one good idea and/or I like this person" button. We see it as a "only click this button if you agree with EVERYTHING said in this post AND EVERY OTHER post by this person AND there are no serious spelling or grammatical errors" button. Which is why I "liked" the hell outta that thread a while back which suggested changing what the "like" button was called.

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