Between this and Twitter CEO Linda Yaccarino's weird tweet about how great Twitter is (https://twitter.com/lindayacc/status/1676965566597464065), the arrival of Threads is definitely an existential threat for Twitter.
I had a similar thought when I joined Threads last night and within 30 seconds saw the accounts of Adam Schefter, Adrian Wojnarowski, and Shams Charania all actively posting.
If you follow NFL and NBA news you'll know these names but for anybody that doesn't, these insider accounts are firmly at the center of the NFL and NBA breaking news universe and for going on a decade now Twitter was where you went to follow them.
What Threads has done is break that monopoly Twitter had on this sort of thing. It gives regular users a clean, familiar, functional, working UI with a simple onboard process and it gives high-profile accounts a stable platform, a verified badge, and a boatload of users.
Could Twitter survive if it was no longer the epicenter of North American sports discussion? Probably, but it would be a big loss and would signal to other communities on there that Twitter's expiration date is rapidly approaching.
The reason for this is because Zuck and Meta corp are hostile to user privacy (and drain batteries).
Threads can't even launch in the European Union because of it.
Have fun paying $12 a month to be Threads-verified.
Thankfully day-to-day life isn't yet dependent on Meta corp as a necessity.
Her job is to be corporate and professional - she's there to get advertisers back onboard with Twitter. She's the grownup there to soothe their worries about the instability in the platform. Or she was, until Musk decided to randomly change the basic value proposition behind the site with no warning, undoing anything she'd already accomplished and making it plain that anything she promises can't be trusted because she's completely powerless figurehead.
For her sake, I hope she got her first year's salary up front.
What has she accomplished?
Musk hired her to help improve revenue, and then basically made it impossible for her to ever achieve that goal.
And that’s more than enough.