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You would typically know about it if you're into social media analytics and metrics and its effects on advertising and so on.

Their technology stack is very cool. The amount of data it needs to process is staggering. And this whole field is relatively new so there are tons of potential in it.

Yes but even the fairly niche demographic of HN extends to those with interests outside of social analytics.

The interest here (for most people I assume) is the YC funding they got in 08. (Or "O8" as it seems to be written in the headline.)

Yeah agreed. And their site doesn't seem to say anything either, other than they've been acquired by Twitter.

Looking at Google search results it appears to be social analytics. I guess they spit out metrics on brand mentions, retweets, compute scores or ranks on "buzz", and probably do sentiment too. But I'm guessing wildly.