I've bought stuff from two companies I like but seldom patronize this year, and in both cases they started sending me ads every day (usually I say no thanks, so either they didn't ask or they used dark patterns to get me to miss it).
Normally that's okay (it's not okay, but I roll my eyes and unsubscribe), but I've discovered that when my order is delayed, due to out of stock in one case, or Black Friday queuing in the other, I'm really not happy having them prompt me to buy more stuff when they haven't given me the stuff I've already paid for. Each email title gives me a jolt of excitement thinking oh, they've finally shipped it! Nope, they want me to buy more stuff.
And with large departments running multiple campaigns at once, it's not uncommon to get 5 emails in a week, all for different things, which to them makes sense but to me is the titular company acting like a hyperkinetic, needy friend. It is very much the same dynamic that results in every department of a company insisting that they are listed on the company home page, preferably at the top, a common trope for beleaguered UI designers to relate over beers. Not just because of Conway's Law, but because of an internal perverse incentive structure to constantly draw attention to your part of the organization. Lookatmelookatmelookatme.
I find this whole pattern of behavior exceptionally unattractive in luxury brands, which I expect to be more cool and collected than this. Marketing in these cases is jeopardizing the 'get them to come back' part of the equation.
It's definitely a product problem to get them back, but I think in the context of the post, we should be careful how we use the term "user".
It sounds like a user in this case is simply one who viewed the page and clicked "sign in via twitter", which is a nice metric for engagement, but just one in many. It makes for a great secondary blog post for additional engagement though. :)