My guess would be that Musk thinks they did some cajoling to get the ads to appear. That X probably has some sort of surface-level systems in place to avoid the

My guess would be that Musk thinks they did some cajoling to get the ads to appear. That X probably has some sort of surface-level systems in place to avoid the problem, but that it falls apart for, say, your ad-friendly account follows a borderline ad-friendly account, and that likes or retweets ad-unfriendly content, so that content now appears in views further down the line that don't get filtered correctly. But the point of media matters' article is that this still fails the test. It doesn't matter how contrived the situation is, because the scale of Twitter and Musk's actions to greatly increase ad-unfriendly posters have created a more advertiser-hostile environment. There's also the issue of the ad-unfriendly accounts themselves. If I only follow ad-unfriendly accounts, then my timeline will only be ad-unfriendly content, so there is nowhere for ads to be placed except next to that content. Or else you just can't show an ad for that provider next to me, and I bet that conflicts in a hard and unpredictable way with a bunch of ad targeting heuristics and mechanisms in Twitter.