it's difficult to imagine many large companies will want to be associated with this

The growing dumpster fire of Twitter.

snip

...

These changes are alarming, researchers said, adding that they had never seen such a sharp increase in hate speech, problematic content and formerly banned accounts in such a short period on a mainstream social media platform.

“Elon Musk sent up the Bat Signal to every kind of racist, misogynist and homophobe that Twitter was open for business,” said Imran Ahmed, the chief executive of the Center for Countering Digital Hate. “They have reacted accordingly.”

...