They'll look pretty silly ...
... if twitter crashes and burns as fast as it's risen.
Since it's not making any money[1] - and shows no talent, desire or ability to do so the chances are good that someone who *can* make money will pick it up for a song, and all the freeloaders who now use it gratis will be off as quick as they can tweet "bye bye"
[1] according to The Register, less than a month ago