I can imagine the popular, rich and powerful to love it. Imagine avoiding all the abuse, threats, snide remarks, witty rebuttals, imaginative memes and uncomfortable truths that Twitter gives them as a platform. People want something more sanitized as a platform. It's quite an interesting development.

Isn't that what ads are for? If you want to speak and not listen, just use a traditional broadcast medium like TV.

I think the intended purpose is to blurr that line.