Thoroughly enjoyed this clue in the New York Times crossword today.

An absolutely disgusting attack on academic freedom by the state of Texas.
Texas A&M University professor Joy Alonzo had just returned home from giving a routine lecture on the opioid crisis at the University of Texas Medical Branch when she learned a student had accused her of disparaging Lt. Gov. Dan Patrick during the talk.
Less than two hours after the lecture ended, Patrick’s chief of staff had sent Sharp a link to Alonzo’s professional bio.
Shortly after, [A&M Chancellor John] Sharp sent a text directly to the lieutenant governor: “Joy Alonzo has been placed on administrative leave pending investigation re firing her. shud [sic] be finished by end of week.”
X might be a fine (if not a little cheesy or adolescent) branding decision if you're starting from scratch, but we're talking about a company that literally owns the verb. Companies would kill to be in the position to have their company name be established as the primary verb in their industry -- even other social networks like Bluesky use some variation of "tweet" to indicate a post -- and throwing that away in favor of a generic letter would be akin to Kleenex giving up their brand name to be known as K.