I'm not sure that decision required integrity as much as it did understanding Disney's place in the market. Disney makes big, uncontroversial, safe mass-market

I'm not sure that decision required integrity as much as it did understanding Disney's place in the market. Disney makes big, uncontroversial, safe mass-market entertainment products for the broadest possible audiences. Twitter is the exact opposite of all those things: it's a product covered in sharp edges that appeals to a relatively small but enthusiastic-slash-rabid niche. Disney would consider it a failure if a group of people walked out of one of their movies or theme parks yelling at each other, but Twitter's whole engagement strategy is based on pitting its users against each other. It's the least Disney-like thing you could imagine. The amazing thing isn't that the acquisition eventually fell apart, it's that it got as far as it did.