After a long wait, Twitter has just implemented a new feature requested by many: the ability to hide replies to Tweets. While it may seem like a game-changing tool, perfect for banishing trolls and steering the conversation, the truth is a bit more complicated. Read on for our thoughts on when it might make sense for your brand to hide replies, and why it might be better, in Twitter parlance, to take a step back and “get dunked on” when things aren’t going as planned.