Have you ever seen stickers on fast cars or big trucks that say "built, not bought"? I think this gets at the heart of the issue. Musk is pretty good at engineering, and he's pretty good at attracting other great talent to help support his cause. But with SpaceX, and with Tesla, the company was "built, not bought" which allowed it to succeed.
Need proof: How's Tesla solar doing?
With Tesla, he practically invented the category. With SpaceX, he practically RE-invented the category... or if you want to talk about reusability, he literally invented the category. So I'm sitting on the fence with this one. I hate what Twitter is right now. I'd love to see some kind of miracle where a magnificent balance is found where freedom of speech thrives, while at the same time, bots, fake news, dishonesty, hatred, and disingenuous arguments are all massively reduced or eliminated. But I suspect that will not happen and here's why:
In the past when musk spoke about his endeavors, he had an audacious plan and made it public. "Here's my technology for charging EVs, I'm not going to charge you to license it." "I'm going to make a reusable first stage. (Falcon)" "I'm going to make the biggest launcher you've ever seen and it will be mostly reusable.(Falcon Heavy)" "I'm going to build the absolute BIGGEST F-KING ROCKET you've ever seen and make it 100% reusable" (Super Heavy - subject to future success on this last one). But with Twitter what's his plan? I can't think of ANYTHING he's said that will revolutionize twitter. Nothing that will miraculously change the category, spur new sales channels, etc. (BTW, charging for a blue tick next to your name on what may wind up being the worlds most toxic platform is probably not going to drive a lot of revenue). If he doesn't come up with a plan soon, I think the world will arrive at the conclusion that Twitter is the new Truth, Parler, whatever else right wing batshit crazy social platform, and will ultimately suffer the same fate - namely, it will never have broad enough appeal to make piles of cash like his other businesses.
I think it's also important to think about how thin he is starting to spread himself. If he keeps going at the pace he has been lately, he's never going to get his dad-bod to mars. More time spent hiring and managing Twitter is less time spent working on his rockets. At one point he was reportedly sleeping in a conference room in the Tesla factory, and personally working on cleaning and installing parts on rockets. A guy can only go at it like that for so long, and it's easier to do when you are young. Perhaps a mental breakdown is inevitable, and perhaps buying twitter is actually proof that the breakdown is in progress. Personally I think his buying of Twitter was the worlds most expensive example of running your mouth, f-ing around, and finding out.