Twitter is disappearing its disappearing tweets, called fleets, after they didn't catch on.
The company began testing tweets that vanish after 24 hours last March in Brazil. Fleets were designed to allay the concerns of new users who might be turned off by the public and permanent nature of normal tweets.
Kayvon Beykpour, head of consumer product at Twitter, stressed that this is part of how the company works.
“(Big) bets are risky and speculative, so by definition a number of them won’t work,” he tweeted. “If we’re not having to wind down features every once in a while, then it would be a sign that we’re not taking big enough swings.”
There was also a matter of the name. Called fleets because they were fleeting, the word is also a brand name for an enema — something many people pointed out on Twitter when the feature launched.