Twitter need better relevancy. Their ads are some of the worse I've seen on any platform. The other thing they need, as pointed in the article, is other streams

Twitter need better relevancy. Their ads are some of the worse I've seen on any platform. The other thing they need, as pointed in the article, is other streams of revenue. Like LinkedIn for example. They sell a premium subscription to a small subsets of overall users (Twitter Blue is trying to do the same), have a successful job board, etc. The article mentions Twitter is making money of selling data. That's a good stream of revenue but they can do much better. I doubt the new CEO would make a big difference though. I think it's a bigger management issue than just replacing the CEO. We'll see how things turn out. So to respond to the original article by Ben Thompson, I don't think it makes sense to charge all users, but it does make a lot of sense to charge a subset of the users. People (companies) who use twitter for marketing for example.