there was also more than a tiny possibility that this would amplify the misinformation. and though the tweet was deleted, that's exactly what happened. trending on twitter is the lie. about this guy. because elon musk pushed it. by this point, the musk twitter experience was not to everyone's taste. for advertisers, this is all about risk. they are working with someone who is inherently unpredictable, in a high—stakes, high—profile situation, so they're pulling out. elon musk blamed activist groups for the fall in ad revenue, insisting "nothing has changed with content "moderation". something had changed, though. musk was in charge and he was tweeting and acting at speed. thousands ofjobs were cut to save money. and then, across the weekend, people started changing their profiles to elon musk, to highlight the risk of impersonation if anyone can get a blue tick. us comedian cathy griffin did this.