On finalizing his acquisition of Twitter last October, one of the first things that Elon Musk did was announce that users would need to pay twenty dollars a month if they wanted to access premium “Twitter Blue” features. Twitter Blue launched in 2021, under Twitter’s previous management, at a price of five dollars per month; it offered subscribers the ability to edit tweets for thirty seconds after sending them, among other features including a bookmarking function and a tool for reading long Twitter threads. Musk suggested that his price hike would be worth it because Twitter Blue would also now give users a coveted blue checkmark showing that they had been verified. Musk said that those who already had blue checks would have ninety days to start paying for Twitter Blue before they lost their verified status. Some verified celebrities were not amused by this plan and said so, including on Twitter. “$20 a month to keep my blue check?” the author Stephen King tweeted. “If that gets instituted, I’m gone like Enron.”
A few days later, Musk lowered the cost of verification to the low low price of eight dollars a month. He argued that Twitter’s original verification system was elitist, since only some members of the media and celebrities had blue checks. “Twitter’s current lords & peasants system for who has or doesn’t have a blue checkmark is bullshit,” he wrote on November 1. “Power to the people! Blue for $8/month.” But, as with so much else Musk has touched, the rollout of the new feature quickly turned into a train wreck. Some users who were already verified showed their contempt for the new plan by changing their account details and pretending to be someone else. The comedian Sarah Silverman pretended to be Musk by copying his profile picture and display name, then tweeted satirical comments. (“I am a freedom of speech absolutist and I eat doody for breakfast every day.”) The actress Valerie Bertinelli also changed her profile name to Musk’s, then tweeted support for Democratic candidates in the 2022 midterms. (Musk had called on “independent-minded voters” to back Republicans.)
Musk responded on Twitter that any account engaging in impersonation without specifying that it was a parody would be permanently suspended, and that changing an account name would result in the “temporary loss” of the user’s checkmark. The train wreck wasn’t over, however. Twitter’s own official account announced that in order to prevent impersonation, it would offer a separate “official” badge that would be added to “government accounts, commercial companies, business partners, major media outlets, publishers and some public figures.” A few minutes later, Musk announced that he had killed the feature, although the new, white checkmarks that came with it remained attached to some accounts. Meanwhile, over the next few days, the impersonations continued: as Engadget noted, an account posing as Nintendo posted a picture of Mario with his middle finger raised, while an account claiming to be LeBron James said that he was looking to get traded. Most infamous, perhaps, was the time that a verified account claiming to belong to the pharmaceutical company Eli Lilly tweeted: “Insulin is free now.” The account of the real Eli Lilly apologized; its insulin was not in fact free now. The fake tweet and ensuing chaos erased around fifteen billion dollars from the company’s market cap.
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