I just learnt about bubble tweets! What - the - hell?

I was browsing the Twitter feed of a Law & Order: SVU producer, as they occasionally post behind the scenes pics and sneak previews. (Yes, I'm that big a fan - and that much of a geek!). This week they uploaded a video preview of a scene with Eric McCormack!!! - the one and only Will from Will & Grace - as a bubble tweet, which is exactly what it sounds like: the tweet pops up as a "bubble" on the page and broadcasts a video within it. Ce-razy! Who comes up with this?!