judgment : By killing the casualness of the name and logo , Elon Musk is flushing out what ’s leave behind of the old Twitter . It ’s no conversion , it ’s the disastrous rotation on the death coil .
Rather than The Emperor or Darth Vader – that would give him far too much credit – I care to think of Elon as the Grand Moff Tarkin of these legal proceeding .
I picture him sit around in one of his little space play toy dog revelling to sycophants that the “ last remnants of the Old Republic have been sweep aside ” as he charge the Twitter mark to the ether of silicon heaven .
Too cocksure and foolish to recognise his Death Star of an ecstasy stain might be susceptible to a rebellion , he ’s all too happy to show off his strength by blowing the Planet Twitter and all its inhabitants to smithereens . However , like the overzealous Grand Moff Tarkin , he does n’t see the proton torpedoes coming down the reactor nucleus .
He ascertain , what hisCEO Linda Yaccarino calls“the next commonwealth of unlimited interactivity – centred in audio , television , messaging , payments / banking – create a global market for estimate , goods , services , and opportunities . Powered by AI , X will connect us all in way we ’re just beginning to ideate . ”
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As a Twitter comment pointed out this morning , imagine reading that in the voice of Succession ’s Kendall Roy . You ’d just laugh would n’t you ? Besides , is n’t what she ’s describe there more commonly known as The Internet ? You almost sense that Linda has about as much power to call the shots as the hapless Roy siblings .
exploiter are fleeing Twitter at an immense rate . Tens of millionstook to an Instagram - ramp up clonethat does n’t do the things the great unwashed really still care about Twitter ( a chronological provender being one ) , just to get away from the home and have a spot to interact with people and put up random thought . Zuckerberg the Deliverer ? It ’s like the opposition of The Dark Knight .
“ You either die a villain or you exist long enough to see yourself become the poor boy . ”
Every week there seems to be a last straw for many Twitter users ; the limit point on how many tweet you’re able to see per twenty-four hours being the latest . Many – and I admit myself in this – of those people get around to look on the butchery , or because they ca n’t resist the turn of tapping on that blue bird every half an hr . They ’ve done it for a decade or more and it ’s as habitual as scratch an itchiness .
X: Secret Lair of the Supervillain Cryptobros
I ’ve got a feeling this might be unlike however . Ignore the fact that rebrands of successful companies overwhelmingly fail and are almost always reject by client for a 2d ( I still refuse to call the European Cup the Champions League ) .
I think scrapping the name and logo will a different psychological upshot than , say , changing the verification system . drug user wo n’t see that familiar bird any more on their home screen , they ’ll just see an X. It ’ll break up the wont for many . It wo n’t be as robotic . Now , when they see the X , they ’ll just think of Elon Musk .
For all the times we ’ve said “ it ’s just not the quondam Twitter any longer ” , now it formally is n’t . It ’s now “ X ” , secret den of the Supervillain Cryptobros and their quest for orbicular mastery through artificial word and run money .
Think about your favourite measure . It might be a little rough around the edge and you get the odd less than well-disposed person in there , but it ’s your local and you live with the flaws . you could catch up on all the local gossip with pals , share in successes and disappointments . There is a community .
If all of a sudden , the saloon started playing horrendous EDM round off the clock , can all your favourite bartenders , all the regulars were replaced by out - of - townsman and you could n’t get a dependably decent pint any longer , your desire to go in would be lessened .
If that pub change the name and claim down the sign , replace it with some perplexing symbolisation and wholly redecorate , it would n’t be your local at all anymore . It ’d be a new bar .
Look , it feel slaphappy to glamourise the sure-enough Twitter . It ’s always been a ugly seat , but it had its sexual morality too . For instance , the confirmation system work and it was a first port of call to get dependable information about breaking news – or at least be able to corroborate info from available sources and make an informed decision about what was going on .
As a journalist , I value that . You could piece material together , and admit a cooking stove of views from people who were veritably qualified to have an opinion on something . Plus , in your main feed , you could rely on those masses being who they said they were . Now , the Elon Musk parody story has a blue tick and often do more good sense than the lad himself .
People have endured as a lot what they enjoyed about Twitter has been gradually undress away . The changing of the name and the logotype feels like the everlasting opportunity to draw a line under it and just move on . I ’m going to take the X as an direction and shut the pill for ripe .
