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I really don't like the rename. I was worried there for a second if something was going on in the X-Universe - read as in X.org, X11, xterm, ... and the sentence didn't parse at all. Then I realized it's about dang twitter.

Agreed. Twitter had achieved the novel recognition that so many companies kill for: universal verbification (I.e. I’m gonna tweet this).

Destroying that kind of brand equity over a personal obsession will go down as an all-time failure in tech marketing lore.

I've seen it called the company previously known as Twitter. Maybe with a nod to Prince.

Have recently started seeing “Xitter” as a reference to the site. Possibly because it can be pronounced like a crude slang for a restroom, or just to make sure everyone realizes “Twitter” isn’t going away.

I'm going to keep calling it Twitter until Elon stops dead-naming his kid.

It's trivial to disregard company name changes.