As Twitter destroys its brand by renaming itself X, Mastodon user numbers are again soaring | TechCrunch

Responsible financially, as agents of the corporation, sure. And I understand why they did it. Morally though (and I would argue civilly) it was wildly irresponsible. Thousands of people lost their jobs, hundreds of people are now forced to work at Elons insane business under threat of deportation if their visa is invalidated, and hundreds of millions lost a trusted, dependable direct link to governments, public figures, and other notable people. The world is a worse place for having let this deal happen. What is responsible financially is often irresponsible in pretty much every other way, and I wish this perspective was represented more.

As a shareholder in a number of other large corporations, I would actively like for buy-outs like this one to fail, even if it would make me a quick buck now, even if that quick buck is a lot. I much prefer stability to major erratic changes, even when they benefit me.

Imagine your favourite fancy restaurant suddenly adopts an extreme “Batman” theme. Same food, but just hardcore decorated a la the Dark Knight. You’d probably still go there, but you’d have a different time. And you’d reconsider the types of people you’d bring there, etc.

Brand is far more than the logo in the top corner, and I think marketing textbooks are going to use Twitter -> X as an example of how not to do things.