When the popularity of your business has been built on the back of third party services and additions (hashtags? Retweets?) there's a certain level of expectation you're not going to turn around and stab them in the back.
Not that there isn't precedent for their model. I remember being fascinated to read that the Big Mac and Ronald McDonald both came from local franchise restaurants, not corporate HQ. It's just a frustrating position to take. It feels short sighted.
A really cool fried who suddenly shows up for lunch in a suit, then eventually stops calling you. Your mom reads about them in a magazine and excitedly tells you what they're up to for a few years, then you stop hearing about them.