, Columnist
Musk Should End Twitter’s Misery and Bring on Brand ‘X’
Instead of constantly talking about his contrarian vision, he needs to test its market value by putting his mouth where his money is.
X out the bluebird.
Photographer: Jakub Porzycki/NurPhoto via Getty Images
Last week Fidelity reported that Twitter was worth just 33% of what Elon Musk paid for the social media platform. Various forces have contributed to this collapse, including: advertisers fleeing from extreme content; brands and celebrities quitting the site; and the risible failure of the Twitter Blue subscription, which transformed the “coveted” blue check into a mark of comic derision.
Yet the red thread of Twitter’s plight is Musk’s hate-love obsession with his new toy.