Elon Musk has finally clarified that dilemma that consumes us since the authorities forced him to buy Twitter for nothing: are we dealing with a genius or an idiot? Musk has done a rebranding – it is called the operation of changing the name to something – of his social network. And he didn’t even need to hire a studio to record his jingle: “Mister Proper, pure force, ahora se llama Don Limpio.” Don Clean!”
The fact that he had to buy Twitter because his mouth got hot – like when you leave a restaurant angry because the waiter brought you cold coffee, shouting that you’re going to buy it just so you can fire the waiter – already gave some hint that our Lex Luthor as a child was not, so to speak, the favo of the teacher, but rather another rich kid with a penchant for stomping his feet in the candy aisle of the supermarket. You will tell me that the fact that your mouth gets hot can happen to anyone – especially, to the first-born of the owners of emerald mines who gave “so much money that we couldn’t even close the safe”, in the words of Pope Errol Musk –, but the name change thing is a peak. Ics.
Ics. It is highly likely that there is a Spaniard in Musk’s management team and it is all down to a cultural misunderstanding, like when you shake hands with a Chinese and he bows. I imagine the CEO in a meeting with the board of directors in which one of the members – the Spaniard – proposes to get Twitter out of the crisis by changing its name. Another manager, a veteran, who sees how everyone looks to please the boss in these meetings asks what name could be given to him more successfully than the one he has, which has given rise to new nouns and verbs in all languages, like tweet , tweet or tweet. The Spaniard, a little cornered, tries to get the ball out of the area: “What are you saying to me, tell him ics”. And the rest is history.
To illustrate the degree of simplicity we are talking about, it is appropriate to recall this soliloquy by the Murcian comedian Pozuelón (Javier Cansado) about scientific and technical progress: “Have you stopped to reflect on ic rays? I mean, you are one of those creepy scientists, who has an impressive grant, lots of people, grants, studying for twenty years, so you invent a creepy machine and call it ics? What have you invented, colleague? I’ve invented a machine with a collar and such. And what is it called? Ics. Don’t screw me, baby. Do it for your family, bitch. Damn, what do I know, use some marketing. Call them “bionic rays”, “stratospheric rays”, “cosmotic rays”, whatever. Or give it your name!”. Arroyito (Carlos Faemino) objected: “My name is López”. But then he reflected on the vagaries of marketing: “Do you know who has slipped us a good one in this aspect? The Germans Because the most expensive car is called a Mercedes, don’t screw me. “Look, there goes a Marialluisa sixteen valves”.