Who said Eric has to?
If 100 people tweet about WNBD and has 100 people following the tweets, then you effectively are reaching out to 10000 people for free. Did I mention free? In these economic times, saving money is the overall message in the marketplace.
And it takes less time to do that, versus pissing and moaning on a public forum.
Like I said, you can do things the old way and get mediocre results, or do something different and get uncommon results.
MP3 players had been around for a long time, but Apple did something a little different and changed a whole market.