I have to jump in and side with the grandparent. Despite everything you just mentioned, if it isn't about "tweets and ads" I would contest that it is exactly about them. Do whatever you want back-end, but that doesn't matter if my front-end experience is not so great. For example, they are terrible with spam bots. I mean when super-model-quality photos suddenly follow me, and the bot is posting shortened URLs, it makes me feel like they aren't on the ball at all.