"It's not clear that Twitter can keep all or most of the eyeballs it is now attracting," he added. "That is Google's problem when addressing the business market. Twitter is wise to choose to build enduring business services. I do think there are potential business applications for Twitter or something like it."

But Gottheil noted that Twitter isn't announcing a plan - just a plan to have a plan. And what that will end up being is now the question.