Technology

This is the best summary I could come up with:

The companies paused adverts after an investigation by a US organisation, Media Matters for America, flagged ads appearing next to pro-Nazi posts.

In a fiery interview on Wednesday, Musk also used the "b" word - bankruptcy, in a sign of just how much the ad boycott is damaging the company's bottom line.

Mark Gay, chief client officer at marketing consultancy at Ebiquity, which works with hundreds of companies, says there is no sign anyone is returning.

When Musk puts chief executives "in his crosshairs" like this they will be even more reticent to be involved with X, says Lou Paskalis, of marketing consultancy AJL Advisory.

Jasmine Enberg, principal analyst at Insider Intelligence, adds: "It doesn't take a social media expert to understand and to know that publicly and personally attacking advertisers and companies that pay X's bills is not going to be good for business."

According to the New York Times, which got hold of the pitch deck Musk was giving to investors last year, X was supposed to bring in $15m from a payments business in 2023, growing to about $1.3bn by 2028.

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No. Whoever wrote this doesn't understand bankruptcy.

If things got really bad creditors would take control and sell the business to shareholders who would install a clean CEO who would entice advertisers back.

No one would utter the b-word.

We should be so lucky. But aren't the losses so far not that much compared to the market value?

Asking if X will go bankrupt is not the right question. Elon has many untapped reserves of cash that he could use at any time to continue to pay the bills.

The guy just needs to speculate publicly on a cool sounding idea and a billion dollars in cash will fall out of a tree somewhere. That is his level of social status.

Bankruptcy happens when a company is imminently falling apart because there is no cash and a creditor repossessing things may disrupt other higher priority creditors. Therefore a judge needs to add order to the process which puts a legal hold on a lot of things. Unless Elon has some dramatic personal meltdown way beyond what we've already seen, that's really unlikely.

The real question is... How does Elon plan on making a profit from this thing if he's insulting those who are paying his bills today? He did float the idea of creating a super app that might handle payments and many other features. That has the potential to be a massive profit center if executed with precision. Perhaps the Twitter user base can be converted... Which would mean advertisers are no longer needed.

I would not be surprised if such a thing is in the works and would be announced when it's almost ready to launch.