Paul, thanks for your comment. You make a very important point. I guess the only thing I question is whether McDonald's can really change that perception...not to mention the fact that they're using marketing to position themselves in a way that isn't truthful about who they are.

Thanks for your comment Amrita. I agree with you. I do think this ad platform will be quite successful. I also believe that it will end up working in a similar way to Google Adwords (in terms of resonance) and brands will not see extremely high conversions. I think every platform has its use and purpose. I don't believe that Twitter's purpose or real value lies in paid ads. I was hence recommending that marketers not use twitter's ad model and instead focus their attention on having true conversations and building actual relationships. Of course, as you know, that takes time and many organizations are not willing to make the necessary investment.