I’m not sure if Twitter will localize its marketing for new products, especially Fleets. Fleets is meant to be a fleeting Tweet… a Tweet that goes away after 24 hours. It’s meant to not keep a permanent record of a Tweet so that people can be less regretful.
So, if you write something that stinks, it usually goes away soon after.
Which is why I’m wondering if any Hebrew speaking engineers had a hand in the naming of this product. Le-ha-fleets has a certain meaning in Hebrew also related to something odorous and ephemeral.
This reminds me a bit of the Mayochup debacle. With more digital products available globally, it’s going to be hard not to come up with something offensive.