Surely there was a better way to get this story out than piecemeal via 60 staccato tweets? I know this article is supposed to show Twitter is important "new me

Surely there was a better way to get this story out than piecemeal via 60 staccato tweets? I know this article is supposed to show Twitter is important "new media" that changes the way news works, but I have never seen such a salient topic so well destroyed by interjecting hard stops every 140 characters. It was like reading a NY Times editorial in the form of an IRC chatlog. The format belied the potential of the content.