Om Malik, writing at his site, has what I think is the definitive take on Twitter, the rebranding, and Elon Musk.

When you pay billions to buy something, you can do anything with it, including self-mutilation and brand destruction. It doesn’t mean you entirely understand it or can bend it to your will without breaking it. I fear that we are at a point of complete value destruction of Twitter, the company Elon Musk bought over a year ago for a whopping $44 billion. The company has dropped its “blue bird” logo and name in favor of X, a stillborn brand for over two decades. Whether something better emerges from the ashes of the bluebird remains to be seen — I am not holding my breath or cheering for a Phoenix rising from its ashes. 

It’s amazing. Read the whole thing.