Elon Musk’s platform will take its cut or die trying.
for the platform. Its simultaneous usefulness as a grassroots organizing tool and a venue for commanding elite attention have combined to make it a strange, powerful, and often vexing force in politics. Twitter — or more accurately, Twitter users — can influence financial markets, set news agendas, build or destroy reputations, and fundamentally bend the culture. Musk knows this as well as anyone.
For executives, it was clearly vexing. For shareholders, it was a major problem. In the course of trying to build a social-media company, Twitter ended up with a piece of infrastructure. It was important to a wide range of people and institutions, but that importance was derived from their collective, often begrudging presence.
From the start, Musk made an opposite bet. Rather than worrying about driving people away, he started coming up with ways to charge them, most visibly by wishing into existence an entirely different business model with Twitter Blue, using blue check marks for leverage.
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