Yea, if the company has a terrible support process outside of tweeting, it becomes the nuclear option to get someone to actually deal with you, which is just terrible for everyone.
How is that terrible for the person tweeting? Usually, it works out pretty well for them.
It works but I hate to bring up my issue publicly. So for me to Tweet an issue, it has to be pretty bad. Otherwise, I use official channel or just let it go.
That sounds like it's working exactly as it should. If everyone tweeted every little problem, each tweet would quickly be lost in the noise.