(formerly known as Twitter)
Everyone is doing this shit like Musk’s ownership of the company is a temporary embarrassment that’s going to be reversed by the celestial referee and Twitter will come back. They’ve all decided to do unpaid brand management in opposition to the literal brand owner. Yeah, X.com is stupid, but so is its owner and so is anyone who still uses it. Tech companies do stupid product rebrands all the time, but I’ve never seen everyone so continuously unanimously insist that the rebrand is somehow illegitimate or didn’t actually happen. If Microsoft announced tomorrow that Windows was now called Grunglflorp, every journalistic outfit would start only calling it Grunglflorp overnight without any of this tortured “(formerly known as Windows)” nonsense. If you’re using Elon Musks’s X.com™ in 2024, you don’t deserve the fig leaf of pretending you’re actually a cool twitter user from 2014.
Posting has never been political action. Reducing politics down to consumption of entertainment products is one of the worst features of American liberalism. Voting in bourgeois elections is nearly worthless in most cases, and all the #resistance tweets in the history of time combined are still worth less than a single vote.
I’d wager that most botched corporate rebrands are a result of acquisitions by some rich dipshit who lays off staff and makes arbitrary changes driven by vanity. Elon Musk didn’t do anything different than every other oligarch in the industry, he’s just less skilled or invested in the PR flattery that most companies employ when they’re actually trying to make a return on investment. Twitter was never a user-owned global town square for democratizing communication. It was always a Skinner box designed to maximize ad revenue.
I will shed no tears for the poor consumers who are now getting their treats from the rude vampire that makes them feel embarrassed instead of the polite vampire who let them pretend that indulging their addiction to looking at ads on their phone was actually politics. I will similarly shed no tears for the writers at CNN, a company so evil that OP intentionally posted an archive link to avoid giving them ad views, or any other privately owned imperial media outlet.