Machine learning expertise is only going to help twitter refine its service, imho. No doubt it'll be put to good use on the ad side, too.

Over the past year, we have created a technology to make machine learning better and faster for companies, automatically. Twitter is the platform for open communication on the internet and we believe that Whetlab’s technology can have a great impact by accelerating Twitter’s internal machine learning efforts.

This does mean, however, that we will be shutting down our closed beta on July 15, 2015. Information for current beta users is provided below.

[whetlab.com...]