I also get overtones of “precious” with it. It’s often applied to certain fantasy novels and stories where everything is just so … perfect in a wee little way.
I just read that article. “Twee” has been getting a lot of use here for three or four months. Perhaps you should ask if any of them are on Discover’s editorial staff?
I first heard the term used to refer to a genre of indie pop. The idea is that the vocals sound almost like high school kids singing, and the lyrics are super-cute and sweet and softly emotional. The phrase “go to hell” might appear, but it could just as easily be “go to heck” to rhyme with “neck” or “tape deck.”
Imagine if you took the typical Emo commitment to openness about one’s emotions, and applied it to someone like Big Bird or Ernie from Sesame Street. The rhymes are simple, the lyrics are really basic, and the songs are catchy and poppy and no more than three minutes long.
It was a riff at the beginning of an interview/profile of Richard Dawkins titled “Darwin’s Rottweiler”. Here is a link to the first few paragraphs, but they won’t help much.