I’d argue as well that all the past dumb decisions, (Twitter Blue, anybody being able to name themselves anything they want, bugs everywhere, not being able to see anything without an account), all of that was just stuff you only had to passively bear. Now, it’s a brand change that will at least have you typing something different into Google to reach “X,” but it is still an active change you have to make.

If I had a Twitter account that was connected to my business, already had a whole bunch of followers, and was somewhat addicted to Twitter, I could understand having a hard time leaving. At the very least inertia would be a good enough reason for people to stay. But switching the brand recognition?

• First off, you’ve disrupted the Twitter addictions of everyone on the site, because you’d have to know that blue bird logo is associated with a lot of people’s dopamine responses
• Second off, now that people are already being forced to make a change, there’s less opportunity cost to jump ship to elsewhere