Comcast and Comcast-owned NBC Universal have joined forces with Twitter to develop a service called "See it" that will embed Tweets with links to Comcast TV programming. According to the Comcast announcement, Tweets talking about specific programs will be embedded with a "See it" button allowing users to switch to live TV or set their DVR to record -- but only obviously if you're a Comcast subscriber. At first glance this appears more like an attempt to appear innovative and social media savvy than an attempt to develop something truly compelling, but perhaps I'm missing something commenters can clarify below.