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Flipboard was hailed as a breakthrough in media delivery using Twitter as its primary source of content. Although it presents curated and customizable content in a newspaper-like format from multitude of sources, Flipboard is essentially a Twitter client, one that displays tweets in its own format. Having Flipboard’s CEO on board may have proved to be a boon to Twitter in figuring out how to deliver its own content, but on the other hand, its discovery will put it in direct competition with Flipboard. Hence, McCue’s exit.
Twitter needs to figure out whether it’s a medium or a publisher. Right now, it looks like it wants to be a publisher, selling ads against user generated content. Third party apps that carry Twitter’s content will almost undoubtedly be pushed away and eventually locked out of Twitter.