Elon, X and That Sink-In Feeling

The one year anniversary of “let that sink in” day

Stephen Moore
9 min readNov 8, 2023
Laughing at your own joke / Image: Badly edited by author

This article was originally published on my Substack, Trend Mill.

When Elon Musk stepped into Twitter X HQ as its new owner, he came armed with some high-brow humor in the form of a porcelain sink. It made him laugh. The rest of the company cringed and braced themselves. X was about to enter into a period of erratic disruption associated with Musk’s brand of entrepreneurship.

In that sense, he hasn’t failed to deliver.

A year from “let that sink in” day, there’s barely been a quiet moment in the so-called public town square. That’s an understatement — for much of the year, the platform has been buried in chaos, at times, barely hanging on by a thread. (Yes, that’s a Meta pun). While Musk’s spontaneous product strategy — i.e., making decisions at 3 am while sitting on the toilet scrolling X — has never failed to cause outrage among the user base, it has often failed to improve the product itself.

To mark the year, I thought it would be fun to pull out the biggest changes, features and decisions, marking each as a win or fail, to examine how the company has fared. (I’m sure you know the answer to that).

The problem is that when trying to do everything, you…



Stephen Moore

Writer, editor, part-time furniture maker. Subscribe to Trend Mill for critical takes on our dystopian metaverse hellscape future - https://www.trend-mill.com