I get it Twitter needs to make money but isn’t this contradicting to how businesses should really be using the platform. People don’t want to be targeted, that is what makes Twitter so great. You don’t have to view what you don’t want to. Now the platform itself is telling businesses that it doesn’t need to “engage” with people, it just needs to pay money to get to the right people.
I’m also concern that businesses would now consider this as “doing social media” just like many do with Facebook Ads. No this is not social media, this is targeted advertising, which while effective isn’t generating real relationships with real customers.