[ErikAugust]

With a PPC/CPM model Twitter is internalizing all the losses...

Do they have different models?

[minimaxir]

I'm not necessarily referring to Sponsored Tweets; brands often coordinate word-of-mouth campaigns across all forms of media too, and Twitter's downtime would hurt that too.

[ErikAugust]

Oh, no doubt. Some API functionality went haywire earlier today too... so anything built on top of Twitter can potentially have issues.