It's quite interesting to see the one-dimensional thinking that seems to be the order of the day regarding this topic. Younger generations (18-25) are your present and future customers. They understand and value things that may seem trivial on the surface, but these websites and web services are actually a part of their "groupthink". My advice: Learn their ways now so that you're not scrambling to catch up later.
Those who are able to adapt, incorporate and utilize these tools can ride the wave to economic success.
One well placed viral tweet can be dispersed to hundreds of thousands of people in less than ten minutes. I'm not talking directly either.
Think EXPONENTIALLY.
On my mainstream twitter account I have less than 50 people at this point. But several well-connected twitterers, including a media house, are part of that small group. They can retweet my information to their followers. Their followers can retweet that to their followers...
Get it yet?
Just the fact that the service incorporates SMS updates by phone should be enough to validate its use.
I haven't started marketing on twitter for adult as yet, as that account was just started yesterday (and I'm now scrambling to make sure that mainstream and adult don't overlap), but the flash widget, SMS updates and ability to synchronize information across several platforms do come in handy.
My adult industry twitter acct:
http://www.twitter.com/pornstreamers
There are a plethora of opportunities with twitter for those like myself who know how to link the various web services WITHOUT spamming.
Pay attention. You might learn something.