What Xactly is Elon Musk up to?

Elon Musk’s recent decision to do away with one of the world’s best-known brands and icons, Twitter and its blue bird, and replace them with the letter X, has, as was to be expected, made the headlines around the world.

As a rule, destroying an asset as universally recognized as the Twitter brand makes no sense, and usually only happens when it has become toxic, such as Marc Zuckerberg’s decision to rebrand…