Twitter becomes X – by Casey Newton – Platformer

On Monday afternoon, a crane rolled up to Twitter’s headquarters on Market Street. The plan was to remove the sign from the historic building’s facade, putting a symbolic end to the company that owner Elon Musk had over the weekend re-branded to X.

In keeping with Musk’s characteristic indifference to authority, none of this had been cleared beforehand with the city. The crane partially blocked the street, confusing passing robo-taxis. The San Francisco Police Department briefly intervened to stop the work in progress, but eventually relented. (“Through their investigation officers were able to determine that no crime was committed, and this incident was not a police matter,” a spokeswoman told me.)

Even those who still remain nostalgic for Twitter 1.0 had reason to be heartened by the demolition. In April, after the company’s landlord reportedly prevented it from changing the sign, Musk painted over its “W.” To countless passersby on Market Street, it has been Titter ever since.

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