A little history lesson for those who don't have a good memory.
Twitter and Facebook pre 2016: The Algorithms promoted anything and everything that drives engagement to bolster advertising dollars. This led to many of the most heinous Trump tweets, racist Tweets, and hate speech getting promoted by the algorithm. Much of Trumps most viral posts were driven by the algorithms like wildfire. Lots of research suggests "recommendations" by Twitter, YouTube, and FaceBook were a huge part of the radicalization of the right and the rise of Trump.
Twitter "The Cancel Culture Era" ~2016-present day: Rather than admit that their algorithms were a huge part of the problem, Twitter just decided the best way to "Fix" their problem with hate speech going viral was to ban anyone who abused it... and some people and posts which people at Twitter just didn't like. It worked... sort of. But skewed the platform demographics significantly. People can still post abuse, it still gets promoted and goes viral... but then they get banned if they do it too many times. People who want to promote hate are essentially encouraged by the platform to find the fine line between banned and maximum engagement.
Musk Twitter: Rather than ban people who abuse the algorithm, fix the algorithm so it doesn't promote abusive posts. Everyone still gets a voice, but hate speech is demoted. Twitter will not advertise opposite any of these tweets and they are not surfaced in searches. Unless you specifically seek it out, you will never see this content.
It is in many ways a soft ban.
Obviously... "Musk Twitter" doesn't exist yet. Equally obvious, many people don't think the algorithm is fixable or just think some people's voices shouldn't be heard at all. Maybe its just a pipe dream and it will never happen. I'm certainly not a prophet and some problems are untenable. But Twitter, Facebook, and Google haven't even really attempted to fix it previously
because the algorithm drives revenue.
On top of this, Musk expects to deliver:
- Video content which is a good match because a lot of YouTube content is promoted on Twitter.
- ECommerce and likely direct sales on Twitter.
- Avenues for content providers to get paid either directly or through % of advertising.
- End to end encrypted DMs.
- Ways for sites to get revenue in exchange for bypassing their paywalls.
Lots of pieces of this puzzle that engineers will find intriguing or want to be a part of.