Elon Musk's open letter to Advertisers

I also very much believe that advertising, when done right, can delight, entertain and inform you; it can show you a service or product or medical treatment that you never knew existed, but is right for you. For this to be true, it is essential to show Twitter users advertising that is as relevant as possible to their needs. Low relevancy ads are spam, but highly relevant ads are actually content! Fundamentally, Twitter aspires to be the most respected advertising platform in the world that strengthens your brand and grows your enterprise.

I don't think we as consumers have a problem with ads. We have seen so much advertisement all around that at this point we just want them to be desirable. If you are a Product manager and you have one metric, this is a good metric to have at twitter.