"The math hasn’t worked out for a while now."

How lazy do you have to be to not like this math. They act like tweeting is some sort of significant effort.

I read “the math” there as doing something a little more figurative. It seemed to me like they led with circulation figures less because they care about their CPM efficiency or whatever, and more to use “views” as a kind of synechdoche for “the people who want to hear what we have to say.”

Brand reputation from staying on Twitter is part of the math.

Tweeting is easy. Managing the weirdos that respond to your tweets is hard.