You can, but you basically have to masquerade your company as a user-facing service while behind the scenes it's almost entirely just an ad and ad tech platform.

I think it's plausible Jack Dorsey maybe genuinely just didn't want to sign that deal with the devil. I know I wouldn't want to if I made Twitter. (I have no idea if that's what happened, of course. Maybe he wanted to but couldn't find a good way to achieve it.)