Lexmark adds Twitter to an All in One printer - why?

Just noticed on The Register that Lexmark have added Twitter to a new range of All In One printers. See

They have actually written a client for the tiny little touchscreen display on the scanner. Are people really that addicted that they need to use Twitter while waiting for something to copy or scan? Why not use their phone? Because this way it looks like you are “fiddling with the settings”?

This is almost as pointless as the stupid talking printer driver you have to install on Windows when using Lexmark printers. “PRINTING STARTED.” “PRINTING COMPLETE.”