The view is split into configurable columns of information. Each column can display tweets based on advanced search criteria, account, type of tweet, etc.
Ability to discover the related social conversation with a click on news articles and web pages. Easy way to save time and get the full influential conversation. Fast and low footprint. Works on Twitter.com too based on tweets.
You decide what activity should cause you to be alerted, as well as changing the color of alerts depending on the context (e.g. direct message vs retweet).