Storify has been Sherlocked, in a sense. Brian Ellin of Twitter:
Custom timelines are an entirely new type of timeline –– one that you create. You name it, and choose the Tweets you want to add to it, either by hand or programmatically using the API (more on that below). This means that when the conversation around an event or topic takes off on Twitter, you have the opportunity to create a timeline that surfaces what you believe to be the most noteworthy, relevant Tweets.
This functionality only works with Tweetdeck right now — you can’t even create a custom timeline from the Twitter website — but there’s a developer API available. This isn’t really an end-user feature, though, but it will certainly help me engage with my favourite brands.
Was that convincing, or should I do another take?