They end up adding a feature that enhances their product's value and takes advantage of a fantastic distribution channel?
Natural, not lame.
Natural, not lame.
However, this is a completely separate branch.
Hitting "Post to Twitter" puts the content in a Posterous and tweets a link to it. How does that not connect with their core product?
I maintain my stance, this seems like a desperate attempt to jump on the Twitter bandwagon instead of really thinking about how to make your core product more valuable.