Musk explains why he's rebranding Twitter to X
cnbc.com
cnbc.com
He's selling vaporware again. So far, "X" is just a name change, and a very incomplete one, at that. And it's a terrible name unsearchable in Google, and protected by thousands of existing trademark registrations of brands consisting of X or containing X.
The fact no one stopped him in doing this means Twitter won't get better. The only path is down.
There's also a logo.
As a brand, "X" is an absolute disaster. People & media will always call it "X, formerly Twitter" so it's clear what it refers to. When you search for "X" in Google it shows bunch of things about X-Rays, an A24 slasher movie, the letter of the alphabet, and nothing about Twitter's X. While it may get better in time, it won't be by much.
It could end up normalizing to something like "X app" which itself could eventually be pronounced as "zap".
If not, as things are going, media would rather go for more SEO friendly combos like "X formerly Twitter", "Elon Musk's X app", or when things visibly go further downhill "the troubled X app", "the beleaguered X app"...
When you become "beleaguered" in media, it's truly over.