Thread by @Tec_sakib

Elon Musk has declared war on the world's biggest companies!

After 18 brands launched a $2.5 billion boycott of X (formerly Twitter) in 2022, Elon fired back yesterday with a ruthless lawsuit.

Here's what's shaking the corporate world:

These aren’t just any companies—they’re global giants like Nestlé, Lego, Shell, and CVS.

Together, they control nearly $900 billion in annual ad spend, all targeting one company: Elon’s X (formerly Twitter).

The boycott hit hard.

X's ad revenue plummeted by $1.5 billion in 2023, a 33% drop from 2021.

But here’s where this story gets truly shocking...

The companies coordinated through GARM, the Global Alliance for Responsible Media, which claimed to focus on "brand safety."

They met with Musk’s team to discuss content standards.

But what happened next changed everything...

Yesterday, Musk expanded his lawsuit to include more companies, backed by evidence from a U.S.

House Judiciary Committee report exposing their coordinated actions.

Brands like Nestlé, Lego, and Shell were added to the list...

These companies weren’t just protecting their brands—they were using GARM to influence X's content policies.

With their massive ad budgets as leverage, they pushed for specific platform changes.

The implications are staggering:

Think about it:

18 companies controlling $900 billion in ad spend tried to shape what 400 million users see online

Not through public discourse, but through coordinated financial pressure.

The lawsuit has already struck hard. GARM, the organization behind the coordination, shut down on August 9th, 2024.

Their statement claimed the closure was due to "allegations that unfortunately misconstrue its purpose."

But the damage was already done...

X is seeking treble damages in court, meaning if they win, these companies could be forced to pay THREE TIMES the damage they caused

Potentially billions in penalties.

And that’s just the beginning:

This case could reshape digital advertising forever.

If X wins, it would limit companies' ability to coordinate ad withdrawals.

But if they lose?

It could give advertisers even more power over platforms.

The stakes couldn’t be higher:

The outcome will decide:

• Who controls our online experience
• How platforms handle content moderation
• The future of digital advertising
• The balance of power in tech

But there’s an even bigger story beneath the surface:

This isn’t just about money.

It’s about whether corporations can collectively influence platform policies and use their financial power to shape online discourse.

The battle lines are drawn:

On one side:

18 global corporations worth over $1 trillion.

On the other: Elon Musk and his vision for X.

The winner will shape the future of social media.

And this is only the beginning...

This case marks a pivotal moment in tech history.

As someone who’s spent years studying platform dynamics and digital transformation, I can tell you the implications go far beyond advertising dollars.

It’s about the future of innovation itself.

When platforms and advertisers clash, the real victims are often the innovators

The ones building new solutions, automating tedious processes, and connecting global systems.

They rely on stable platforms to drive innovation forward.

That’s amazing!

At @APIdaysGlobal, you’re creating a powerful community of innovators who are truly shaping the future of tech—connecting, automating, and scaling in responsible ways.

It’s clear you’re all about building solutions that go beyond just the immediate challenges.

Want to be part of this transformation?

Join us at APIdays, where tech leaders share practical insights on:

• Ethical automation
• Building resilient platforms
• The future of digital innovation

Tech leaders, are you ready to future-proof your strategy