What other changes has a thought process behind them? Virtually everything he’s done at twitter has seemed like something that occurred to him while shitting and then he forced his team to implement by the end of the day.
Twitter was apparently losing a lot of money before he bought it, so laying off a bunch of staff is one reasonable way to deal with that. Same with charging for the API, getting rid of data centers and offices, and even login requirements to reduce bandwidth and infrastructure costs.
These were all things done as an attempt at solving problems. They may not have been good solutions, but as I said, you can understand the thought process behind them. “We’re spending more than we take in. So do things to reduce spending and boost income.”
I have no idea what problem this rebranding is supposed to solve, though. When Facebook changed to Meta, or Google changed to Alphabet, I could understand those because their name had become associated with only a very specific subset of what the company wanted to do. Twitter is still just being Twitter, though. Unless perhaps he’s got some big new project he’s planning for them to start doing that’s distinct from microblogging.
