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Forgive my stupidity but can someone explain why this is so neat?

I see examples that appear to be a links from a Tweet to a product buying page. Is that what's new?

I'm obviously missing something or maybe just not clever enough to get it... Thanks in advance.

You should see a buy button within the tweet itself allowing you to buy the product directly from the tweet.

Ah - thank you. I'm so used to viewing Tweets in an App which doesn't support that feature yet so I was just redirected to a Web page.

Many thanks for taking the time to answer.