Why do poor people make stupid, illogical decisions to buy status symbols? For the same reason all but only the most wealthy buy status symbols, I suppose. We want to belong. And, not just for the psychic rewards, but belonging to one group at the right time can mean the difference between unemployment and employment, a good job as opposed to a bad job, housing or a shelter, and so on.

( Shared earlier about MoPub purchase by Twitter… Found essay with what I agree to be the implication / win of this acquisition).

Identity is the real win. What does identity mean? It’s not knowing your age, gender, and rough whereabouts. That has some value in the ads space, but it’s pretty minimal. Despite the various social media paranoia memes, no one cares about your baby photos either. It’s about knowing that the same person who is browsing for a pair of shoes on Zappos.com on their work computer is the same person who’s whiling away a few minutes on their iPhone later that day while waiting for a friend. And also knowing it’s that same person who’s checking Twitter on their iPad when they get home that night. Threading together all those experiences (one desktop computer + two mobile devices) is something NOBODY else actually knows these days. There’s a tiny minority of companies who can even do this, but Twitter is one of them (Google, Apple, Amazon, and Facebook are the others).