Long before Twitter was big (and its still not, compared to some less-covered rivals), it was getting a ton of coverage. And even today, the coverage outweighs the news itself. Why? Because every journalist on the planet uses Twitter. Daniel Gross explains: “Journalists are obsessed with the offering in a way that many other people aren’t. Twitter is our medium. Many of us live in it, and we all feel we’ve done our part to build it. And so many usually skeptical scribes are shamelessly rooting for Twitter to succeed.” Guess which other company was in the exact same boat a few years ago? Apple. Way back when they were barely a blip on the computer industry screen, they were already getting massive coverage for each new product launch. And all those stories were being written on Apple computers.

+ Wired’s Ryan Tate: Why the rest of America doesn’t care.