Well, it's an established fact both supported by Musk himself, his fans, and detractors, that he has been striving to create some kind of not exactly well-defined "payment portal meets everything that people do on the Internet"-website called "x.com" for several decades.
And I actually do think this is a plan Musk has been working on for a very long time, at least ever since Peter Thiel (wisely) got him ousted as CEO of PayPal due to Musk insisting on the whole thing being rebranded as "x.com" and turned into an "everything app"-type of website back in the early 2000s.
Mind you, Musk insisted on "x.com" over PayPal despite focus groups proclaiming they didn't like "x.com" because it sounded like something associated to porn to them already back then.
And it's not exactly something that has changed over the years. One could easily argue that we've doubled down on this idea:
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That's going to be a tough one to rebrand..!
But whatever happens, I think this is perhaps the most personal and emotional business decision Musk has ever made because of his grudge with not getting his way back in the day -Musk has to get revenge on Thiel and Peter Levchin (another PayPal co-founder). He has to be the one that comes out on top in the end. Doesn't matter to him if Twitter gets destroyed in the process.
x.com has to prevail!
Personally, I think x.com will fail and or at best fizzle out over a long time -There's no obvious vacant space in the market for a hub website/app or replacement for YouTube, Facebook, TikTok, Instagram, etc.
To be fair, "x.com" could have probably worked back in the early 2000s when the Internet was yet to be colonized by the Silicon Valley giga corporations that rule it today. But not now, it's too late.