There's a myth among social media marketers that their worth is measured by how much they "engage" users. Problem is, the word "engage" is vague enough to cover any action. Liking is engaging. Clicking is engaging. Commenting is engaging. So companies post crap on Facebook that does nothing for their bottom line, but justify it by the number of times it was liked or shared. That's how we get all this clickbait nonsense. It doesn't actually "engage" anyone, but it gets clicked.

So lets be specific. This is not "engaging clientele via social channels". This is using twitter for window shopping, not to mention free advertising. And I for one think it's a terrible idea. Twitter an unsuitable interface for shopping, and I don't want the whole world to know what I'm buying on Amazon.

Sorry to flip out on you. It just seemed like the ideal place to criticize the breezy, bs-filled lingo of the tech industry. Likewise, I'm annoyed by "other players in the space". You could have easily said "other online retailers."