i guess but what incentive do celebs even have to join something like this? Why would they stray from overflowing bucket of clicks that is facebook and twitter

i guess but what incentive do celebs even have to join something like this? Why would they stray from overflowing bucket of clicks that is facebook and twitter streams, are they not making enough revenue. The idea doesn't seem that it would be too appealing to consumers. From the short article this doesn't seem beneficial to anyone besides adly. Why would you want to cut out the social interaction, are twitter and Facebook negatively affecting their ad revenue? From the article, it didn't mention how either the celeb or the consumer will benefit from this. I guess I will have to catch up on TWIST to figure this out.