The financial motivations of Twitter are primarily to garner as many users consistently using the sight as possible.The idea of "livetweeting" (or making posts/threads about something as it happens in real time) is one of the manifestations of this motivation, and the Justine Sacco case is one where the target audience could be literally anyone on the site.A common trend that garners engagement is a "character" with a large outreach on the basis of inflammatory, hateful, or strange comments ("Bean dad", Justine Sacco, various celebrities, etc.)