Finally. I've been saying something similar to this for ages: all these people squawking about Twitter are typically doing it wrong. It can be used for one-way, one-to-many communication like that, but it shouldn't be. The people (and companies!) who are using it most successfully are using it as a way to actually engage people, talk to them, interact with their tastes and network, form relationships beyond the join record in the database.
I think it's really hard for mass media people to understand its value.
I produce television, but I understand that Twitter is a totally different medium than people just consuming what I produce.