The whole Twitter thing is just PR.
To me, the real story is the use of ActivityPub - the decentralized protocol that powers Mastadon.
I feel like I haven't been able to nail down whether Threads uses it (I've seen sources say definitely yes, and definitely no) but to me, THAT would be the only reason to launch this thing.
Not to eat Twitter's lunch, but to be the first major player into DeSo