Twitter is for Twits?

This article from Media Life Mag was pretty interesting. I've always wondered what value Twitter really adds to a company in their quest to gain consumers. It's fun, can showcase your brand personality, and it's cool to have a lot of followers. I am not totally knocking it, as I tweet. I guess I just don't get it. I also find it very odd that teens and college age kids run the other way from Twitter. From personal experience and a recent study online, they have no interest. I think the article may be right, it's just a fad. Oh well, as I long as you don't have high expectations...it's a fun distraction if your business is mundane.

http://www.medialifemagazine.com/artman2/publish/New_media_23/Media_buyers_Twitter_is_for_well_twits.asp