Ryan Mac and Tiffany Hsu, reporting for The New York Times, has one of the craziest stories regarding Twitter, so far.

The tech billionaire, who bought Twitter last year, renamed the social platform X.com on its website and started replacing the bird logo with a stylized version of the 24th letter of the Latin alphabet. Inside Twitter’s headquarters in San Francisco, X logos were projected in the cafeteria, while conference rooms were renamed to words with X in them, including “eXposure,” “eXult” and “s3Xy,” according to photos seen by The New York Times.

Today I learned why Tesla models are named S, 3, X, and Y, in that order. He’s a child, isn’t he?

Linda Yaccarino, ostensibly the CEO of Twitter… err… X, made a series of Tweets explaining the rebranding. It is close to sounding unhinged.

It’s an exceptionally rare thing — in life or in business — that you get a second chance to make another big impression. Twitter made one massive impression and changed the way we communicate. Now, X will go further, transforming the global town square.

X is the future state of unlimited interactivity — centered in audio, video, messaging, payments/banking — creating a global marketplace for ideas, goods, services, and opportunities. Powered by AI, X will connect us all in ways we’re just beginning to imagine.

For years, fans and critics alike have pushed Twitter to dream bigger, to innovate faster, and to fulfill our great potential. X will do that and more. We’ve already started to see X take shape over the past 8 months through our rapid feature launches, but we’re just getting started.

There’s absolutely no limit to this transformation. X will be the platform that can deliver, well … everything. @elonmusk and I are looking forward to working with our teams and every single one of our partners to bring X to the world.

It literally makes no sense. I’m not even going to discuss the fact that Meta, Microsoft, and probably dozens of others have a claim to the X mark in social media, online, and other places. X.com will likely trigger porn blocks everywhere online. What a stupid, stupid move.

M.G. Siegler, writing at 500ish, calls the whole thing Bizzaro Twitter.

All of this sucks. I loved Twitter. But the bird is dead. In its place is some weird, spiraling viral network where the content pushed to you has no unifying principle beyond maybe just having the opposite ideological bent of the content that proliferated before it. This is basically Bizzaro Twitter. It’s so fucking weird. It’s like a literal version of the scene in The Dark Knight where The Joker lights the massive pile of money on fire and walks away. Except that amount of money clearly wasn’t $45 billion. This is.

Unreal.