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The owner of the @x Twitter handle confirmed that the company, now known as X, took over his account without warning or financial compensation, telling him the handle is a property of X. The handle had previously belonged to Gene X Hwang of the corporate photography and videography studio Orange Photography. In a letter, the company formerly known as Twitter thanked Hwang for his loyalty and offered him a selection of X merchandise and a tour of X’s HQ, as a “reflection of our appreciation.” More here.
If you run a company that is designed purely to make lots of money you can win by making excellent products at good prices. If you throw in decent customer service on top you really will win.
In the case of Twitter (I will never call it X) it is the disaster that keeps on disastering.