Well, Twitter was a zombie company already. It almost went bankrupt in 2016, they offered to sell but nobody wanted it. Trump and the media explosion to follow

Well, Twitter was a zombie company already. It almost went bankrupt in 2016, they offered to sell but nobody wanted it. Trump and the media explosion to follow bought them some time. Twitter cannot grow because it is unappealing to the masses. Where every other social network has skyrocketed in recent years, Twitter is stagnant. Well over a billion people have signed up for Twitter, but over 75% immediately abandon it. Which is not true for Instagram, Tiktok, the like. Of the few accounts that are sticky, most never post anything. The vast majority of Twitter activity is a tiny elite group of politicians, journalists and celebrities posting hot takes which are then passively consumed or retweeted (which Twitter conveniently counts as a new tweet). Before the Musk take-over there was already a plan to do 800M in cuts, the company was already in existential trouble and very poorly managed throughout its life. Bottom line is that Musk paid a top price for absolute junk.