I think I read that article.  Did he hint about "lists" and target advertising? You should link the article.  
Twitter has certainly added value to my interest with direct sales facebook too.  I would pay if they added the model.  Wait a minute, maybe tweetdeck and other apps are adding the value to the platform? Maye I'll pay for that? 

Agree, of course, with you that you develop the customer and value from there.  If it is the same article, I remember wondering when I read it how they are developing internal brand value.  - mission - employees - customers -