Crawford, a former marketer for motion picture companies and a pioneer in early web content-creation, knows a little something about brand positioning.
January 2009 will mark the first anniversary of Apple's switch in positioning Apple TV from something that transferred computer-based content to a PC to a video vending machine that allowed direct ordering over broadband.
In line with the recent re-positioning of Twitter as not a social network, but an information and content network, Trammell believes his own experience reflects how others are actually using the service these days.