Pretty sure Musk just rebranded Twitter at this moment to try to knock Threads out of the news and get the spotlight back on himself. Sure, he probably always wanted to revert to the name of his first business and all the tech brollionaires fantasize about owning the one ring to rule them all (a closed mall where they take a cut of all transactions and you use their crypto currency, so not unlike their company town fantasies, all their fantasies are about controlling and exploiting the rest of us), but Musk can't stand not constantly being the center of attention.