After one of the most chaotic corporate sagas in recent memory, Elon Musk completed his $44 billion acquisition of Twitter on October 27, 2022. He walked into Twitter HQ in San Francisco carrying a sink — posting the video with the caption 'Let that sink in.'
Within days, he fired roughly half the company's workforce. The blue checkmark verification system was overhauled and monetized. Suspended accounts — including several high-profile ones — were reinstated. Advertisers paused spending. Engineers resigned en masse.
The Rebrand
In July 2023, Musk rebranded Twitter to 'X,' replacing the iconic bird logo with a stylized X. The move was met with widespread bewilderment and became instant internet fodder.
Why It Matters
Twitter/X is a genuine town square for global communication — journalists, politicians, athletes, celebrities, and everyday people all use it. Who controls that platform, and how, matters for how information flows in the world.
Musk's takeover remains one of the most consequential and chaotic corporate moves of the decade. The debate about what it means continues.