Everyone's on Twitter

I know it's very 2008 to complain that anyone and everyone is now using Twitter. We all know it's been around for years, and it's only becoming mainstream now because it's been in the news a bit recently. Celeb updates probably help with its allure to the layperson (non-geek).
But in the past 24 hours, after having heated debates in the office about the merits of tweets, I coincidentally got emails from both Empire Magazine and Starwars.com, saying they are now providing update services through Twitter.
That's a pretty good example of how the world's gone nuts. Perhaps, for a little while at least, Twitter might be the best way to penetrate through and reach the audience that these companies need? Everyone deletes emails or unsubscribes because of the volume of crap they get from places like starwars.com (not me though obviously) - but they probably wouldn't bother 'un-following' the same entity on Twitter.