Leaving gives advertisers an opportunity to measure the ROI of their ad spend to a degree they can't usually acheive. Rolling out a campaign is usually speculat

Leaving gives advertisers an opportunity to measure the ROI of their ad spend to a degree they can't usually acheive. Rolling out a campaign is usually speculative and many were initiated when Twitter was exponentially growing, making quantitative assessment hard. Twitter (and the market) is no longer in that state. Whether they return probably has more to do with what they discover in this de facto A:B test than whether users stay or leave. And if they don't return, ad pricing will plummet and draw in more cheap and scam/fringe-market ads, changing the feel of the site for users. Musk is suing Media Matters not just because of his personal ego or sense of principle, but because the advertiser bleed it triggered could become a really bad thing for his darling.