It's the regenerative braking version of monetizing a website.
It seems silly to not have actual physical brakes on a car and to rely on electric inertia to slow down, it works well in practice. When the pressure starts being applied it may seem like the vehicle is not slowing down but the process of slowing down has begun.
Twitter has had financial brakes applied to it and you just got to wait a little while and it's either going to slow to a crawl and then stop, a new conductor is going to be put on board, or it's going to completely derail.