Owner of @x Twitter handle says no one reached out ahead of Twitter's rebranding to 'X' | TechCrunch
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Beyond the missteps with the rebranding, others are pointing out that Musk's move to rename Twitter "X" may involve a financial hit to the brand's value.

Beyond the missteps with the rebranding, others are pointing out that Musk’s move to rename Twitter “X” may involve a financial hit to the brand’s value.