Is it me or is UTweet a bit shit?

I suppose I fell for it because I sat through a round-up of some very mundane tweets I’d sent and at the same was exposed to the new UT collection (and now I’m blogging about it so even more fool me) but the praise that this campaign has received feels a little out of proportion. Yes we’re all in-thrall of Twitter but this doesn’t add anything to it – it is an application of social media looking for an idea.