Twitter allows users to broadcast “I am okay” at a rate and reach heretofore not possible. By enabling this behavior, Twitter fills a very basic human need; it’s a revolving circular walkway taking you and your friends’ ego from one stop to the next where you can remind each other: “You are okay.” Twitter’s ad proposition is quite simple — they are going to interject a sponsored tweet into this conversation, encouraging you to feel warmly about the message carried in such a tweet.
David Jacobs, It’s Toasted