Firing everyone to improve operating margins, I understand that.
Iterating on features rapidly, even if they're not quite ready for prime time? That makes a lot of sense if you're trying to beat out the competition.
Rebranding your website and conference rooms? This sounds like a stupid waste of time and effort. If you wanted to create X the next twitter, just do a start up. Everyone would have signed up just because Elon Musk was using it. You didn't need to buy twitter for that.
Just stupid.