7月24日訊息，馬斯克確認推特將在不久後推出全新標誌，取而代之的是一個“X”字母標誌，不再延續之前經典的藍色小鳥標誌。這一舉措旨在將推特轉變為一個全球性城鎮廣場，實現無限互動的未來狀態，將音訊、影片、資訊和支付/銀行服務等融為一體，打造一個連線全球創意、商品、服務和機會的市場。

馬斯克對字母“X”情有獨鍾，這種熱衷可以追溯到1999年，當時他創立了一家名為"X.com"的網際網路金融服務公司，後來發展成為了網上支付平臺PayPal。

一直以來，馬斯克對字母X都有著特殊的喜愛。他的許多公司和專案都使用了X的名字，如SpaceX、Tesla Model X、Neuralink X、xAI等。甚至，馬斯克還給自己的兩個兒子起了以X開頭的名字，分別是Xavier和X AE A-XII Musk。

專注於科技領域的記者鮑比(Bobby Allyn)認為，馬斯克表面上在努力推廣“X”符號，但實際上，其也僅僅是透過在社交媒體上的宣傳造勢，該平臺沒有做出實質性的改變。“鮑勃稱，自己也並不清楚馬斯克為什麼如此喜歡字母“X”。不過據他所推測，馬斯克對“X”的情感可能出於某些懷舊情懷，“畢竟‘X.com’讓他賺到了‘第一桶金’。”

– [Narrator] SpaceX,  the Tesla Model X,  xAI. 

– I don't know very many people  who might say they have a favorite letter  but with Elon Musk, it's very clear it's X. 

– [Narrator] And now Twitter joins the ranks  of the billionaire's other companies  as its name switches to X. 

But while the name is new,  the URL x.com isn't. 

It's the latest chapter in a story  that Musk started more than two decades ago. 

– I think x.com could absolutely be  a multi-billion dollar bonanza. 

– [Narrator] Here's why the previous x.com didn't stick  and what it's past can tell us about the app's future. 

– Oh, X, X. – Yeah?  – You will be the letter of the day?  – Ah, you bet I will. 

– [Narrator] Musk launched the original x.com in 1999  as a banking site after selling his first startup, Zip2. 

– x.com, In his conception at that time,  was going to be the one-stop shop for financial services. 

– [Narrator] Jimmy Soni is the author of "The Founders,"  a book about the beginning of PayPal. 

He spent six years interviewing Musk and his colleagues  about the early days of the company. 

– He thought it was, as he put it to me,  quote, "The coolest URL on the internet."  – I thought, well, if we can combine  all types of financial services in one,  so you can have, like, mortgages  and like, basically all your entire financial relationship  seamlessly integrated together in one place online,  that would be cool. 

– [Narrator] According to Soni,  Musk thought x.com had advantages. 

It was short, making it easier to type into a browser  and helpful for naming different products. 

– X as a digit, as a variable allows you to say,  "X checking, X PayPal, X loans, X this, X click, X that."  So the idea was that X was a kind of hub  and from it, would emerge all these other financial spokes. 

– [Narrator] But this vision for Musk's site didn't pan out. 

In 2000, x.com merged with Confinity,  the company that owned PayPal,  a peer-to-peer payment product. 

And founders, Musk, Max Levchin, Peter Thiel,  and other executives disagreed on several things. 

One was the name. 

– Some of the x.com people believe  that X is a touch salacious. 

It's a little confusing. 

It's even sinister. 

They hear this directly from customers. 

– [Narrator] Money was also a problem. 

The company wasn't making a profit yet,  and was reimbursing customers who had been defrauded online. 

– The PayPal folks, the Confinity team,  Max and Peter's team are saying to themselves,  "Listen we don't have a lot of runway. 

Fraud is very, very high. 

The economy is clearly collapsing,  and we have this successful product called PayPal. 

We should put all our eggs in that basket."  – [Narrator] Musk was eventually forced out of the company  and temporarily left behind x.com  and his ambitions for the site. 

But he came back to the URL. 

In 2017, Musk repurchased the domain,  tweeting that "it held sentimental value to him."  – He held onto it and held onto the ideas for 20 plus years  and now he's trying to bring them back to life. 

– [Narrator] Musk says that the PayPal that emerged  in the years after he left the company  didn't match the vision he had for x.com. 

– If PayPal had executed the plan  that I wanted to execute on,  I think you would probably be the most valuable company  in the world. – Yeah. 

– Or be called X,  but it would be the most valuable company in the world. 

– [Narrator] He told the All-In podcast last year  prior to his purchase of Twitter  that he wanted to create an app  that emulates WeChat from China. 

– If you're in China,  it's basically you kind of live on WeChat. 

It does everything. 

It's sort of like Twitter plus PayPal  plus a whole bunch of other things. 

And all roll into one was actually a great interface  and it's really an excellent app. 

– [Narrator] Purchasing Twitter opened up another chance,  but this time must had more to work with. 

– When Elon talked about why he was buying Twitter,  he saw it as jump starting his grander ambitions for X. 

And with that acquisition in late 2022,  he was getting a huge user base  that had already grown accustomed  to coming to Twitter on a daily basis. 

– [Narrator] Musk said in a tweet  that the shift to X reflects Twitter's expanded capabilities  since he took over the site. 

Saying the name Twitter made more sense  when it was just 140 character messages  going back and forth. 

But he and Twitter CEO Linda Yaccarino  hinted at a future for the site  that could look more like Musk's original vision. 

Advances in tech since 1999 could help X succeed  where x.com failed. 

– I think that when Elon was trying to do x.com in 1999,  most people were dialing up to get their internet. 

Webpages loaded super slow. 

There was no mobile app ecosystem. 

There was no iPhone. 

– [Narrator] But some of the problems x.com faced in 1999  are still a problem today,  like the name. 

– It's not clear exactly what the rights are  for X as a company going forward,  not just in the US but around the world  with various jurisdictions. 

And it also, it's one of those things  it's not clear what the user's gonna think of it is. 

Is this a dirty website or is this going to be  the world's greatest financial institution?  – [Narrator] And money is still an issue. 

The site has struggled to win back advertising dollars  it lost during Musk's takeover  and it took on billions in debt during the sale,  plus attempts at a superapp haven't taken off in the US,  and regulators have voiced concerns  about social networks dabbling in finance,  like when Meta attempted a crypto payment system in 2019. 

– The US has rules in place to protect consumers,  and there's a lot of hurdles and steps  that involved to become a bank  or to become a financial institution. 

So that's one of the things  that Elon Musk will have to deal with  as he kind of expands what X is or what it wants to be. 

– [Narrator] X didn't comment,  but people familiar with how Musk works  say not to count him out. 

– This is me curling of 45. – Oh my gosh. 

– While there are lots of really smart people out there  who say that being able to replicate a superapp  here in the US  is impossible or really hard to do,  you kind of get the idea  that he's looking to prove them wrong. 

That he's going to be very excited to show what he can do. 

Now if he's successful, that's still the question.