X is Nonetheless Working By way of its Re-Branding Efforts

Time to test in on the rebrand at X (previously Twitter), and the way X’s slimmed down engineering staff goes about updating all the 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 automated substitute variable on iOS, in order that every time a person features a reference to “” in a publish within the app, the system robotically updates it to “” as a substitute.

So in case you publish 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 robotically altering the reference.

Looks as if a straightforward strategy 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 in case you had been to publish one thing like “”, the brand new system will instantly replace that to “” primarily based 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, however it gained’t change the hyperlink. So you possibly can principally arrange any web site with “” in it, understanding that it’ll be renamed as “”, then dupe folks into clicking by on it, considering that they’re going to a very totally 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 deal with no less than among the extra problematic misuses. However they haven’t modified all of them, and the system remains to be updating URL listings to from “” to “” as a substitute.

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

Certainly, X’s desktop structure, proper now, all the capabilities check 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 approach.

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 consists of (previously Twitter) in most of its electronic mail notifications as nicely, in an effort 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 concerning the validity of your hyperlinks.

So, on stability, the re-brand to X remains to be a piece in progress, and it does appear 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 job.

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 outdated 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 check with it as Twitter, most likely without end.

So perhaps not a terrific enterprise determination. However then once more, Elon appears to take pleasure in lumping himself with extremely tough duties, and he’s undoubtedly not taking the simple approach 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.