Musk and building inspectors in stand-off over giant neon X sign
arstechnica.com
arstechnica.com
The cost of building the sign and the fines are a drop in the bucket compared to the amount of free advertising they're giving Twitter/X. Nobody will remember this story a year from now, but Twitter/X's user base will almost certainly increase, and some of those users will stop subscribing to legacy news altogether.
News corporations are in the business of observing the world around them and distilling the complexity into something accurate and easier for the layperson to consume. If they don't see what they're doing, they deserve to go out of business.
Genuine question but what are you basing that on? I feel like most big social media platforms that have been around for years Twitter/X is probably at or very near it's peak of users (discounting new people getting old enough to be interested). At this point everyone has an idea of what Twitter/X is and if they are interested they've almost certainly tried it because it is a very easy thing for them to try.
Reading news about a shitfight over a sign isn't going to make any meaningful number of people go "You know, I've been hearing about this social media platform in the news for literally years now, including constantly during a US presidency (at least if I am in the anglosphere), and this bit of news about a kerfuffle involving a sign on one of their buildings but isn't about the site itself has actually made me really interested to try it, even though all that news about stuff actually happening on the site itself didn't. "