Twitter Lists: the key to using Twitter?

Recently Twitter updated its web and app interface again. Nice and round this time. One thing I was disappointed about is the fact that Twitter did nothing to make Lists more visible and accessible. If you don't know what a List is, you can find more info about them here. I blogged about how I use them several times as well.
Twitter Lists is simply a way to organize all the people you follow into... lists, of course. The way you use a List is up to you. You can put people on a list based on a topic they relate to, their importance, whether you've met them in person, etc. By having Lists you can focus on the people you want to follow, instead of just going through all the updates of all the people you follow. Lists help you follow more people than you can process and focus on the people who you really want to listen to and interact with.

When I tell people about Lists I'm surprised how little people know they exist and use them. On the other hand people that bail out of Twitter usually do so because they feel overwhelmed and don't know how to filter tweets, with Lists among others. Why doesn't Twitter highlight this feature more? All the people I know that actively use Twitter, use it productively and love the platform, use Lists.

What do you think the reason is to hide Lists? And what could we do to make them more well-known?

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