How messy might Twitter get under Musk?
I think the biggest challenge about trying to predict an Elon Musk-led Twitter is separating the guy's online persona from his business practices. Musk catches a lot of flak for dumb or insensitive tweets, something most other CEOs know or have been trained to avoid. But at the same time, Elon is a rather shrewd businessman, separately helming what has become the world's biggest EV carmaker alongside the most successful private space aerospace company.
In the short term, Must will look to help boost Twitter's bottom line, which the company desperately needs after losing more than $200 million in 2021. Engagement sells, and turning Twitter into an even bigger battleground would almost certainly result in a quick spike in users. Musk might even do something silly like raise the limit on tweets to 420 characters.
And all of this is, more than some outward-facing exodus of users, likely to lead Twitter employees to rethink if it's all worth the agita. Who wants to develop for product categories that have effectively been marked for death? Who wants to go to a job that feels more like the What Did My Boss Fuck Up Today sitcom?
Musk, the PT Barnum of techno-magic bullshit solutions, would probably gleefully categorize himself as an accelerationist: Accelerating the accumulation of space junk; the eventual drowning of pedestrians in underground tunnels; the mass adoption of combusting non-combustion cars. And in this instance my sense is he will accelerate the demise of Twitter by a few degrees too, but don't give him too much credit, it was headed that way anyhow.
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