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Elon Musk has decided to sue a group of advertisers he claims are conspiring against X by their membership of a trading association that is pursuing an advertising boycott.

As FT/Lex note the problem for Musk will be to explain 'exactly why profit-seeking companies would irrationally avoid his product'.... The firms' defence will be its a rational economic decision to seek to avoid their brand being tarnished by association with X.

Its hard to see how Musk can argue against that?

#socialmedia