X has been nothing short of an exercise in brand destruction. However, despite all the drama, it still stands, it still exists, and it remains relevant.
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It sounds like he is getting exactly what he wants. That's the most rational thing about him in what's otherwise a storm of ketamine. I think all the other stuff he thinks is flat-out insane, but exploiting X and pushing it as hard as he can, that's about as rational and effective as Elon ever gets.