> It does confuse me that these mobs have such power on decision makers at companies and media outlets like this. The interesting thing about Twitter "mobs" is that if you look away from the computer screen or hit the button on the side of your phone, they are suddenly silent and may as well not exist.

If you are a company then bad stories on Twitter could cause a significant drop in business. So if you just choose to ignore Twitter, that does not mean that it may as well not exist.