Scenario: Twitter is in a death spiral and could go under any day.

Elon decides he needs to make some drastic moves to buy himself time.

Step 1: Stop the leaks - pay the top creators from ad revenue. Only the top creators actually benefit, everyone else is still pretty much the product.

Step 2: Initiate a massive marketing hype move: X

Perhaps the everything app does make sense to him, but it’s a big move to get there. Not enough time or resources to make it happen quickly. So… you make a drastic move and stir up the conversation by rebranding Twitter to X asap.

Step 3: Build out X as people are hopefully excited again and stop leaving for competitors. Launch each feature as quickly as possible.

A desperate move for a desperate situation. A typical Elon story… at the edge of survival.

Will it work out? Given his past history with working under pressure at the edge of failure - probably yes.