Interesting, but am I missing something or is that just a lot of fancy branding to say "We looked at twitter data"? Still, good to know REI is doing well as I

Interesting, but am I missing something or is that just a lot of fancy branding to say "We looked at twitter data"? Still, good to know REI is doing well as I do like that overpriced store. But I also wonder how important it is for people to talk about Amazon. At this point they may very well be so ubiquitous that people know to go there.