Tbh, I very much doubt that the bottom lines of, say, Dassault, BMW, Metro, or UBS would even budge if Twitter were to self-ignite over night, and their Twitter accounts with it. They’re (still) on this dumpster fire of a platform because “everybody is” and some bellend in marketing thinks it impossible not to do what all the others are doing. I’d argue no consumer cares what the Twitter account of Tesco’s has or hasn’t been posting this week, and it has zero effect on their purchasing decisions there.

“Self-employed creators”, aka influencers, aka people shilling products while pretending to be your friend, might be affected more because they lack any non-virtual connection to their “customers” But then again, we could ask ourselves if these provide any real-world value and should exist in the first place.