Yammer - is the best leading service?

Yammer is now famous for being a winner of the TechCrunch 50.
However, I have no idea what the challenging point of this service is.
It is just a twitter for a company. That's it.
There are many twitter clone products out there, and why now yammer?
For me, GoodGuide looked more interesting.

Their presentation was great, and the concept of the service is very clear, though I hope we could live in a safer world that doesn't need this kind of service :)