Elon Musk was growing irritable on Friday evening, Nov. 4, 2022. It had been just over a week since he’d closed his $44 billion deal for Twitter, and advertisers were bailing on the company in droves. Many brand-conscious marketers were worried that Twitter’s historical reputation for nastiness would return as a result of Musk’s pledge to defeat the “woke mind virus,” his derisive term for the censorious attitude he felt had sucked the joy out of his favorite social network.