The timing was interesting. AB has been in the news for much of this year2, and crucially, much of it has been aimed at him personally or has just been obnoxious3. The feeling of 'being used', especially by the media, perhaps tipped over a pain threshold. It's a different thing that the same media has now switched to using the blog and its posts as fodder, but at least followers of the actor can cut the middlemen out. For a man protecting his dignity and his family, not to mention his 'brand', this is an astute move.
Not just 'shanivaar ki raat Amitabh ke saath'
More than the intensity, the frequency of the posts has come as a surprise. There is usually one entry each day (typically overnight), and sometimes follow-ups. The posts have occasionally slipped into overly sensitive refutations at times. But Amitabh is at his best when dipping into old memories, recalling his esteemed father, or providing mundane minutiae about a profession that I have always considered to be one of the most boring in terms of daily routine.