Best Buy launches Twelp Force on Twitter

I recently saw a new commercial for BestBuy, and I couldn't take my eyes off the bottom of the screen. Instead of driving traffic to bestbuy.com/twitter to launch their new customer service engagement platform, they were actually advertising twitter.com/twelpforce. Good for them. But what's this all about? Is it a 'me too' effort, or a well thought out response to a huge market that has constant customer service questions about an industry that is constantly changing? I think the latter...Consumer electronics is hot. There are ALWAYS new product, changes in pricing (usually as a reaction to a competitor), and numerous intricacies of usability with what people buy that eventually lead to a customer question: i.e. "How does X work? I just bought it at your store..."Now instead of training the entire workforce, BestBuy can simply put the best of the best online to answer the bulk of the questions, and even maximize their SEO by generating a huge amount of relevant, current, product-related content that drives to one of their many web properties.Seems like a good strategy. Let's see how well it works and report back in a few months. Don't forget, this is twitter, so no longer can we benefit from a region selector. Any price info is now exclusively U.S. based.