Elon Musk has finally cleared up that dilemma that has been consuming us since the authorities forced him to buy Twitter out of mouth: are we dealing with a genius or an idiot? Musk has done a rebranding – said of the operation of changing the name of something – of his social network. And he didn't even need to hire a studio to record the jingle for him: “Mr. Proper, pure strength, now he's called Mr. Clean. Mr Clean!".
The fact that he had to buy Twitter because his mouth got hot – like when you leave a restaurant angry because the waiter has brought you cold coffee, yelling that you are going to buy it just so you can fire the waiter – already gave some hint that our chichinabo Lex Luthor wasn't, so to speak, the lady's favourite, but rather another rich kid with a penchant for kicking around in the candy aisle of the grocery store. You will tell me that the fact that your mouthpiece gets hot can happen to anyone –especially, to the eldest sons of emerald mine owners who gave “so much money that we couldn't even close our safe”, in the words of dad Errol Musk–, but the name change is to make a summit. Xs.
Xs. It is highly probable that in Musk's management team there is a Spaniard and it is all due to a cultural misunderstanding, like when you extend your hand to a Chinese man and he bows to you. I imagine the CEO in a meeting with his board of directors in which one of the members – the Spaniard – proposes to get Twitter out of his crisis by changing his name. Another manager, a veteran, who sees how everyone tries to please the boss in these meetings, asks what name could become more successful than the one he has, which has given rise to new nouns and verbs in all languages, such as "tweet", "tweeter" or "tweet". The Spaniard, a little cornered, tries to clear the ball from the area: "I don't know, call it X". And the rest is history.
To illustrate the degree of simplicity we are talking about, it is worth remembering this soliloquy by the Murcian humorist Pozuelón (Javier Cansado) about scientific-technical progress: “Have you stopped to reflect on X rays? In other words, you are one of those awesome scientists, who has a subsidy from the ciborium, come on people, subsidies, studying for twenty years, such..., you invent a terrifying machine and call it "X"? What have you made up, mate? I have invented a helluva machine. And what's his name? Xs. Don't fuck with me, man. Do it for your family, dammit. Hell, I don't know throw yourself a little marketing, throw yourself the penguin. Call them "bionic rays," "stratospheric rays," "cosmotic rays," whatever. Or call it by your name!” Arroyito (Carlos Faemino) objected: "My name is López." But then he reflected on the whims of marketing: “Do you know who has gotten us right in this regard? Germans. Because the most expensive car and it's called "Mercedes", don't fuck with me. "Look, there goes a 'Marialuisa' sixteen valves"".
