Jeff Morgan isn’t too impressed with Shaq’s Twitter announcement that he’ll retire.

Shortly after the announcement – a 15 second video clip in which a cheery Shaquille said “I’m about to retire. Love you.” – the tech blogosphere lit up, thrilled that such a mainstream event had been announced over the web. Some said it “proves the power of Twitter.” But how? Perhaps the only thing bigger than Shaquille O’Neal’s physical form is his online presence. He has nearly 4 million followers on Twitter and 2 million Facebook fans. His real world celebrity status still exists on the internet – what is so powerful about that?

Check out the entire article. In the end, Shaq was hyping a new service called Tout which let’s you upload 15 second video clips and send them out on Twitter. It was really just a PR stunt, and in that sense it worked!