Elon Musk's Twitter bid marks a new phase of his career: the end of Musk as an innovator and the beginning of his Rupert Murdoch era, where he's interested in the transformative power of media to exercise greater influence over society. KevinTDugan writes
Photo-Illustration: Intelligencer; Photo: Getty Images This morning, a little more than two weeks after revealing that he’d bought up about a tenth of Twitter, Elon Musk announced to the world through a securities filing that he had lined up three banks to finance his $46 billion takeover of it. Twitter — the social-media company that relatively few people use — is now ever-more slightly more likely to be owned by the guy who makes cars that very few people drive.
From here, it’s all about twisting arms. He is still offering $54.20 a share for Twitter, a premium over the $46.71 where it closed yesterday. Now, instead of going to the board of the company — the filing claims that it hasn’t responded to his offer — he’s threatening to push it directly to the people in a bid that shareholder democracy will pave the way. See, the idea here is that everything is negotiable.
When it comes to Twitter, Musk has always understood social media and is exceptionally good at it. He has built up a cult of personality that has defended him and his company online by buying his company’s shares. His every little emoji is treated like a news event.
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