Sorry, Linda Yaccarino. X Is Not Going to Get Any Better.

I’ve had a running joke on the social media platform formerly known as Twitter for a while, though I don’t think it’s all that funny anymore. Frankly, it probably never was. It goes like this: Whenever Elon Musk does something obviously repulsive to his customers — that’s advertisers — I declare it “another great weekend” for X Corp. Chief Executive Officer Linda Yaccarino and her efforts to bring back ad revenue.

Consider this past weekend, when Musk’s deft helping hand included ​​​​offering his support to comedian Russell Brand, who has been accused of rape and sexual assaults, according to British media reports. (He has denied any wrongdoing.) Musk also called “legacy” media companies “supervillains of speech suppression.” And, a week after threatening to sue the Anti-Defamation League and blaming it in part for X’s drop in revenue, Musk chose to say George Soros’ foundation “appears to want nothing less than the destruction of Western civilization.”