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Just_Me_D makes a great point. Relevance seems to be important to many people, for a wide variety of reasons. Celebrities, who have crowed the loudest need to be visible and relevant. It's my opinion that the limelight is addicting, and staying relevant feeds that addiction. So when they threaten to leave something "on principle", it's really hard to believe them, because many don't follow through, and those that do, often return when things have calmed down. Businesses also need to stay relevant, and they need Twitter as well. And of course, there are the bloggers and writers who are fishing/phishing for the reader's attention.. .and their bait is "clickable".
