Whereas Elon Musk and X CEO Linda Yaccarino have repeatedly lauded the truth that their X venture is “not boring”, I’m fairly positive that the occasions of this week would have them each relieved to see a interval of relative boredom heading into the vacation break.

Although that, in fact, appears unlikely.

This week, X has been hit with a brand new raft of challenges, largely stemming from Musk’s personal statements and public stances on varied points.

To recap, all through the week:

• A brand new third-party evaluation report prompt that X will not be doing sufficient to fight misinformation across the Israel-Hamas struggle, which is basically supported by X’s personal enforcement numbers
• Based mostly on this, and different studies, the European Fee introduced that it might cease promoting on X, as a result of “widespread considerations referring to the unfold of disinformation”
• The next day, IBM additionally introduced that it might halt all promoting on X because of a brand new report from Media Issues which confirmed that X is inserting paid promotions alongside pro-Nazi materials in-stream
• On that very same day, Musk amplified and supported an anti-Semitic speaking level on X, which has been linked to numerous assaults on Jewish folks over time (SMT won’t be repeating the small print of this)
• On account of Musk’s submit, a number of big-name advertisers have now introduced that they’ll even be pausing their X advert campaigns, together with Apple, Lionsgate, Disney, and extra. The record of advertisers becoming a member of this new boycott is rising by the hour
• A federal decide additionally rejected an try by X to overturn an FTC nice of $150 million (stemming from actions underneath earlier Twitter administration)
• On one other entrance, an business watchdog has referred to as on the FTC to look at X’s new advert codecs, a few of which aren’t clear sufficient of their disclosure. That would result in a brand new investigation into X’s advert practices

So, yeah, it hasn’t been an excellent week for Elon and Co., and their newly free-speech-aligned X app, which is now considerably extra reliant on crowd-sourced moderation, through Group Notes, to handle key duties. Which, primarily based on a rising variety of investigations, is clearly not able to dealing with such.

Although that, in fact, will not be even the largest concern, with Elon’s personal commentary taking the mantle for X’s central enterprise drawback this week.

Elon has lengthy been defiant on this entrance, repeatedly stating that he’ll say what he needs within the app, even when it means shedding cash because of this.

And it does appear that he’s about to learn how costly his commentary might be. As a reminder, X’s advert income is already down a minimum of 50% on final yr, so any lack of a significant model associate can be important, when it comes to the continuing viability of the app.

As a result of although Musk has lower prices considerably, by culling 80% of workers, shutting down information facilities, promoting off Twitter-branded artifacts, and extra. Even with all that in thoughts, X remains to be using the road on profitability.

In a current interview, Yaccarino mentioned that X may very well be near turning a revenue in early 2024, although that declare was additionally primarily based on 90% of the app’s high 100 advertisers having returned to the platform in current months.

Now, lots of them are leaving as soon as once more. And with Apple making a giant assertion by saying its determination to halt X adverts, it’s now anticipated that many extra huge names will observe go well with.

And all of the whereas, Meta’s various real-time app Threads continues to develop, and turn out to be an even bigger place for information dialogue, particularly amongst journalists, a gaggle that Musk continues to deride, actively dissuading them from staying lively on his platform.

Which is also one other aspect that continues to harm X’s restoration efforts, with Musk additionally taking the chance to attack IBM for its determination to halt X adverts, amongst his ongoing assaults on “legacy media”. Which is a story that Musk continues to drive, that nobody actually has an issue with something that he’s saying, however that conventional media, which is in competitors with X for advert {dollars}, is colluding to cease him, and destroy his free speech push.

Which is solely not true, is unfounded, and never a viable principle in any manner. Many big-name manufacturers, like Apple, have truly caught with X, regardless of Musk’s ongoing antics. However now, it’s his statements and stances which have pushed them away.

It’s not a media narrative, nor a conspiracy to quell the “actual reality”.

The one individual in charge for X’s troubles is Musk himself.

Which goes to price him cash, which, as famous, Musk has mentioned that he’s nice with. However along with his advertiser pool shrinking, that would shortly turn out to be an existential menace for the app, if Yaccarino and Co.’s injury management efforts are usually not capable of stem the rising tide.

And it does really feel like a tide this time, it seems like many are viewing this because the final straw. Certainly, even some main Tesla buyers have declared Musk’s newest feedback as a step too far, and are advising their purchasers to drag out of his initiatives.

Will it’s a significant turning level, for Musk and/or X? Will it gasoline the rise of Threads as a real X rival?

In some methods, it already has, whereas Musk, in his personal, cussed manner, appears to have begrudgingly acknowledged that his feedback could have brought on offense.

He hasn’t apologized, nor taken a backwards step. However that subsequent step is probably going the one manner out of this mess at this stage.

Can Musk truly do this? Will his ego permit him to step ahead, admit that he was flawed, and take steps to rectify the scenario?

And if he does, will that be sufficient to convey advert {dollars} again?

Heading into the largest advert spending interval of the yr, Musk’s statements are horrendous, from all views.

May they be the start of the tip of X?