Nothing will ever be as popular as Twitter, which is why it was valued at $44 billion dollars when it was bought. Bitten once, twice shy.

  Edit for response since I'm rate limited: 

Twitter didn't make a profit - it would have been overpriced at just $10 billion dollars. The value comes from having a captive userbase where the majority is entirely unwilling to use an alternative. Depending on how hard you intend to manipulate those users, the ROI may or may not be worth it.