As the moment of peak crisis arrives for the left, losing control of the narrative-management tool known as Twitter, there are stories (for example, here at Bloomberg) running rife citing no sources at all while claiming that advertisers are nervous of the nazi, child pron, hate-speech that will inevitably return to the social media platform now that the richest man in the world is in charge.

"There's no commercial viability for a network that doesn't have some level of content moderation. Advertisers and users aren't going to show up and post during their workday alongside pornography and extremism — and Twitter is already reportedly struggling with losing its most active users. So in deciding how "free" Musk wants speech to be, he may have to alienate users to get there."

The Wall Street Journal also warned that "Madison Avenue isn't sold on the deal," suggesting advertisers are anxious to be on the Musk-owned platform.