What's That Musk-y Smell? Perhaps X-crement

Builder of exploding cars, destroyer of social media platforms, and right-wing goof Elon "Chief Twit" Musk seems to be putting the finishing touches on Twitter's demise. Yesterday, he announced the re-branding of Twitter, which will henceforth be represented as "X." Thus begins the "artist-formerly-known-as Prince" phase of rebranding. From the linked report:

"In a tweet early Sunday morning Eastern time, Mr. Musk said that “soon we shall bid adieu to the twitter brand and, gradually, all the birds.” About 24 hours later, a stylized, black-and-white X appeared on the company’s website in place of the blue bird logo.

Twitter’s corporate accounts also adopted the new branding, which was projected onto the side of the company’s headquarters in San Francisco overnight. “Lights. Camera. X!” Linda Yaccarino, Twitter’s chief executive, posted on the site, accompanying a photo of the building."

With advertisers fleeing Twitter over Musk's tolerance of hate speech, revenues are tanking and his fiddling with blue checks and other attempts at raising money don't seem to be working. Add to that increased competition from Threads, the spin off of Meta's Instagram, and other alternatives like Mastodon and Musk's headwinds have only increased. The logo change may also rile investors, who are increasingly concerned about the Chief Twit's erratic behavior:

"Mr. Musk has few barriers to making such alterations at the company after taking it private as part of his acquisition of the firm. But he could still encounter resistance from the banks that have lent him billions of dollars and the private investors he brought into the deal, who could raise concerns about jettisoning one of Twitter’s most visible assets."  (our emphasis)

At a time when Twitter needed to stabilize, the Chief Twit, chaos agent that he is, decided it was a good time to jettison the iconic little blue bird and replace it with a cold, impersonal X to fit his image.