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What is Elon Musk’s game plan?

X can feel like two parallel universes at times.

There’s the version where the president of the United States chooses the platform to announce he won’t be running for re-election. That’s the one where the worldwide authority on a particular subject uses X to offer their expert take on unfolding events.

And then there’s the version where false claims, hate and conspiracy theories, including many posts relating to the recent riots and protests across the UK, are recommended to millions who have made absolutely no attempt to seek them out.

At the centre of it all is X’s owner Elon Musk, one of the world’s richest people. But this isn’t just a story about the monetisation strategy and algorithms employed by X under his tenure and how they are boosting divisive content.


Someone is very afraid they have lost control of the narrative.

h/t Patti Jo

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