Twitter is company which has a lot of potential, but suffered from management who couldn't think outside of the box. Finally with Jack Dorsey the company can experiment with new products because he is the founder. Social media firms are in constant change. This isn't the cigarette industry; new products need to be unveiled constantly to maintain share in the minds of users. The non-chronological timeline is common sense. Facebook is the world's biggest social media website. How could it be a bad idea to experiment with copying its use of an algorithm to sort through content? It is 'stone age' technology to force the users to organize tweets with lists. Lists are great, but users want content handed to them easily. An algorithm would do this. It would encourage users to tweet valuable content instead of the spam which tends to clog my timeline. Some topics on Twitter aren't newsworthy, so having a non-chronological timeline makes sense. The user can get his/her news from moments and the trending topics list. Users often follow accounts that follow them to gain followers. The problem is if 1% of the accounts are spam, you only see spam on your timeline. This is because spam accounts post often. De-cluttering your timeline is too difficult. The algorithm will do that for users. It will make Twitter easier to use, helping it gain users.