Voluntarily killing the Twitter brand is a really incredible choice. “X”, besides being lame (“xeeting?” “Xing?”) creates an explicit new association with the tone & tenor the place has now, which will likely weaken advertiser interest.
He’s built the first moderately-successful alt-social network not from the ground up, as Parler and Truth and the others tried, but by shaving off other communities and sending them to other places.