Why can't they repair the damage caused by Elon Musk renaming Twitter to X?

That was one of the dumbest branding decisions I’ve ever seen, but the “damage” is probably limited to mockery.

Twitter always struggled to make money. Elon talked about replacing an ad-based model with subscriptions, but that failed in every iteration he tried. He’s now pushing some incomprehensible package deal where you get “verified” and some free ads in exchange for a flat monthly fee. The only advertisers who will go for that are the scams that need a thin veneer of credibility.

He made it ok to post porn (which, to be fair, was already happening). He promised a dating site. And has talked about making it a financial services site — as if anyone trusts a guy with hundreds of billions of dollars but skips out on both rent and child support.

Why do black people prefer thick, curvy women?

Except, you know, he didn’t use the acronym.

Meanwhile, he’s so desperate to pump up his fading user numbers that he’s pushing the “blue checks” who really belong on Truth Social into everyone’s For You feed. The resulting increase in Views may make the right-wing nut jobs happy, but it scares off any advertiser thinking of returning because no one wants their ads next to some guy screaming about the need to kill all the (insert minority group here).

Compared with all that stuff, renaming one of the most distinctive brands in tech so it sounds like a low-rent porn site is little more than an oopsie.

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On the other hand, firing the Moderation team was the strategic equivalent of shooting himself in the face. And then he compounded the problem by telling advertisers to “GFY.”