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Here's the thing with Elon.

At Tesla and SpaceX, he could hire engineers so passionate about electric cars and building rockets, so frustrated by the slow pace at other organisations, they willingly worked themselves to the bone and covered up for his many shortcomings. Quite how sustainable that is, we'll see.

But there are plenty of other companies with the same mission as Twitter. And software engineers are so sought after, he can't hire the best on peanuts. It can't work.