My app icon just changed. I will be a contrarian and say that the rebrand is better than no rebrand.
1 - Nobody would buy a Twitter crypto or a Twitter Pay. See Facebook. X crypto on the other hand, for sure.
2 - X clearly distances itself from all the toxic culture of Twitter and communicates this is a different organisation.
3 - X and black colour associate with Space X, Tesla and Starlink.
4 - X is an iconic name and logo, if you can own the mindshare (never mind the actual IP).
The actual rollout was underwhelming with no new “X features” introduced, and clearly basic due diligence not done.
If this works, most people stay on, and the brand successfully expands to banking and commerce, this will be seen as an effective, unprecedented way to jumpstart an user base.