The billionaire’s bid to turn the social media platform into an everything app was a bold but foolhardy decision Elon Musk, the billionaire and business magnate with a weird obsession with the letter X, changed the famous Twitter brand to ‘X’ seemingly overnight. Many are suggesting, rightfully, that this will turn into a case study for how to tank a highly noticeable brand. But there is a logic behind what Musk is doing, and he’s been laying out his intentions since the beginning of his Twitter acquisition. For example, an October 2022 report by Fortune noted that Musk has “a penchant for the letter ‘X’,” noting
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