The rebranding of Twitter occurred on July 23, though criticism and surprise for the move still remains. It’s a move that has been described  by some as "an extended act of cultural vandalism"  with some media outlets still struggling to adapt to the new nomenclature, or else disregarding it entirely. 

The transition to X has been rocky, though some experts argue that this is unlikely to be a long-term issue from a corporate standpoint, and the negative responses are expected to subside over time. 

Nonetheless, the rebranding has raised concerns about the potential weakening of Twitter's powerful brand asset, which has become deeply ingrained in popular culture and everyday language.

Elon Musk's vision for "X" is one that he has coined as an "everything app".The plans for the platform are to encompass comprehensive communications and financial services. It is a shift in focus and identity of the platform has led to questions about its future direction and the implications for users and advertisers , and still remains so months later.