Buying twitter was never about profiting - at least not the profiting from the company balance sheet. The profit can come elsewhere, by the influence gained from owning and controlling the twitter firehose and recommendation algorithms.
In a way, this is Elon buying a newspaper like rich people always did to influence politics, except that he is buying a modern version of a newspaper.
Musk bought twitter because it is and was an integral part in social media campaigns for the last few elections. Targeted ads on twitter can reach journalists and politicians, their timelines "for you" controlled by Elon's and they might not even understand that they are being nudged by the content shown in the app. Heck, just by unbanning Trump and allowing MFA Russia on the app, he is moving the Overton window a bit.
The proof is in the pudding as they say. How many million people now see Elon Musks personal twitter posts, that did not see them before he bought twitter?
In a way, this is Elon buying a newspaper like rich people always did to influence politics, except that he is buying a modern version of a newspaper.
Musk bought twitter because it is and was an integral part in social media campaigns for the last few elections. Targeted ads on twitter can reach journalists and politicians, their timelines "for you" controlled by Elon's and they might not even understand that they are being nudged by the content shown in the app. Heck, just by unbanning Trump and allowing MFA Russia on the app, he is moving the Overton window a bit.
The proof is in the pudding as they say. How many million people now see Elon Musks personal twitter posts, that did not see them before he bought twitter?