We've been hearing plenty about how Twitter, though boasting a lot of users, is bewildered about how to monetize the torrent of information shared on the service. And New York magazine's latest cover story finds the company on familiar terrain in its airy San Francisco headquarters--grappling with "existential questions, starting with the most basic one possible: What is Twitter?" Really. Even the co-founder, Jack Dorsey, is quoted uttering such grandoise things like "we are building Twitter for all of them [humanity]. They evolve, and so do we."

The dilemma, as reported by the magazine's Joe Hagan, boils down to how the micro-blogging service cultivates its existing clientele while making the product accessible to the many spectators on the service.

Read the full story at The Atlantic Wire.