Right. It’s been long known that it only works for a tiny fraction of products that meet a very specific criteria. It’s unprofitable for everyone else which is

Right. It’s been long known that it only works for a tiny fraction of products that meet a very specific criteria. It’s unprofitable for everyone else which is why most companies are totally ok walking away already. It’s also typically used at a very hard time quantify stage of any sales cycle since nobody actually buys anything directly after seeing an ad on Twitter. Brands were paying for eyeballs from a very specific kind of audience who are also rapidly moving elsewhere at the same time.