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It seems to have started in May at some big media sales event where 2023 ad presales are made and Twitter sales tanked thanks to Elon.
https://twitter.com/GoAngelo/status/1588696157794242560?t=W4NgjCNUeNMFajdIupfvgw&s=19
Yeh an other account of how badly he pitched with the advertisers
https://twitter.com/karaswisher/status/1588667162654564352