Why would they want to get around it so that everyone sees "To @jack: Are you ready". Why would anyone else care about that message. I really don't understand

Why would they want to get around it so that everyone sees "To @jack: Are you ready". Why would anyone else care about that message. I really don't understand twitter usage one bit. This update seems sane. Now if they can hide all the noisy useless banal tweets from me....