X Is Nonetheless Working By means of Its Re-Branding Efforts

Time to verify in on the rebrand at X (previously Twitter), and the way X’s slimmed down engineering workforce goes about updating the entire many bird-related references within the app.

Yeah, it’s seemingly not going nice.

In line with a report from Mashable, X’s most up-to-date step on this entrance has been to arrange an computerized substitute variable on iOS, in order that every time a person features a reference to “” in a put up within the app, the system routinely updates it to “” as an alternative.

So when you put up one thing to X like: “Check out my profile at”, on iOS, it’ll now learn as: “Check out my profile at”, with the system routinely altering the reference.

Looks as if a straightforward method to get extra folks referring to, proper?

Nicely, the issue, as a number of customers instantly labored out, is that it pertains to any reference to “”, whatever the surrounding context. So when you had been to put up one thing like “”, the brand new system will instantly replace that to “” based mostly on this code. The precise URL itself, nonetheless, will preserve referring to the unique area that you simply linked to.

In different phrases, the textual content replace will change the show of the URL within the app, but it surely gained’t change the hyperlink. So you may mainly arrange any web site with “” in it, understanding that it’ll be renamed as “”, then dupe folks into clicking via on it, pondering that they’re going to a very completely different web site.

Which is a scammers dream, and can result in many, many deceptive clicks.

In line with Mashable, X has up to date the method to handle at the least a few of the extra problematic misuses. However they haven’t modified all of them, and the system continues to be updating URL listings to from “” to “” as an alternative.

Although why that is even a spotlight is complicated, contemplating that the majority of X’s capabilities nonetheless confer with “” both method.

Certainly, X’s desktop structure, proper now, the entire capabilities confer with a“” hyperlink:

Even X’s Grok chatbot is at present hosted at “”. So I’m unsure that altering the identify of the URL in posts goes to make any main distinction both method.

In fact, mentioning the identify in posts is extra up entrance, and extra seen than these hyperlinks, which aren’t displayed prominently on display.

However in X’s help documentation they’re, and there are many “Twitter” references there:

X additionally contains (previously Twitter) in most of its e mail notifications as effectively, as a way to cowl all bases, whereas most exterior references to “” even have to incorporate “formerly Twitter” too, in any other case Google’s crawlerbots will get suspicious in regards to the validity of your hyperlinks.

So, on steadiness, the re-brand to X continues to be a piece in progress, and it does seem to be this was an ill-timed re-naming effort, contemplating that the corporate had additionally cut 80% of its staff simply earlier than the introduced change, leaving it with far fewer assets to assign to the broader re-naming process.

However Elon Musk has been dreaming of “” for 20 years, and he was decided to begin afresh with a brand new identification for his social media experiment. And it does make sense to have some separation from its previous moniker, within the pre-Musk period. However the broader renaming of its many references goes to take time, and plenty of customers are nonetheless going to confer with it as Twitter, in all probability endlessly.

So perhaps not an awesome enterprise determination. However then once more, Elon appears to take satisfaction in lumping himself with extremely troublesome duties, and he’s positively not taking the simple method out, on just about any entrance, on the app.

In that sense, perhaps the half-baked re-brand aligns with the broader Elon Musk expertise.