Twitter should have treated itself like a utility, and focused less on the online advertising race-to-the-bottom that it is sure to lose due to the aforementioned poor user experience and negative sentiment about the platform's future; this announcement is only going to continue to contribute to poor impressions.
The other monetization directions they have played around with---namely selling access to researchers and advertisers, and certifying identities of accounts for celebrities and brands---are a much better fit for the platform, and would have sustained a fast-moving company of 50 hotshot engineers. But the constant pressure to get bigger and bigger has served Twitter poorly. I'm sad to say that I think it will be a ghost town in a few years.