Only a few hours left until, except for the surprise, Elon Musk’s purchase of Twitter is complete. And it’s because tomorrow, Friday the 28th, the deadline granted by Judge Kathaleen McCormick for this move expires, under penalty of reactivating the trial, in recess, because the billionaire, after verifying that his requests for adjournment have failed, has finally relented ( or more precisely undo the undo given by the purchase freeze on the social network) and return to the purchase operation. Symbolically, he entered Twitter’s offices a few hours ago with a sink, a metaphor that allows for many interpretations.

Be that as it may, with clear skies behind the dark clouds that have shrouded this entire telenovela for months, and despite Elon Musk’s operation trying to appease advertisers who also have a say in the operation, everything points to the fact that, in the end, yes, Elon Musk will own Twitter. That’s why you’ll be able to start transforming this social network, fixing everything you think isn’t working well, from bots to the attacks on free speech you’ve long condemned.

However, you may not be able to use as much gas as you originally wanted. And as we can read on ZDNet, Elon Musk is trying to reassure advertisers that he wants Twitter to be “warm and welcoming to all«. He specifically stated that the social network will not become “hellscape free for all«, that is, despite the illusions of some (fortunately few), Twitter will not become a lawless city in which it is possible to publish anything without consequences.

This really makes all the sense in the world. It’s true that Twitter has had other monetization methods like payment accounts for a while now, but today advertising continues to be their main source of funding, and it’s well known that if there’s one thing the vast majority of advertisers run away from, it’s controversy. So the measures taken by Twitter recently can be seen as a reaction from many advertisers who have seen the increasingly gloomy tone of the conversation counterproductive to their interests.

I have no doubt that Elon Musk will acquire Twitter for his ideas, but I have even less doubt that it is a huge investment and therefore one of his main concerns now is to make it as profitable as possible. And so, while she claims to be responding to different ideals than the current board, there is ultimately something that connects her paths and drives her actions: Twitter’s profitability. Everything, absolutely everything else is secondary.