Why Twitter reset the @Twitter account

On Friday morning, Twitter posted a single word to its Twitter account: “The.” Average users began replying, telling a story one word at a time. When it was done, the first thread read: “The beginning of the end is near. Yay.”
Had it been posted a month or so, it’s likely the world would have written off Twitter’s “the” as a pocket-tweet. But if you’ve been paying attention to @Twitter for the past few weeks, you’ve noticed an undeniab