Elon’s new blue-check subscription service was a massive flop, and the sudden removal of nearly half a million blue-checks suddenly made it crystal clear to Twitter’s user base that the blue-check club going forward was going to be populated almost entirely by right-wing weirdos. There would be no hanging out with Stephen King or LeBron James; your fellow blue-checks would instead be a few notorious racists and jokes from (checks notes) influential wag “catturd.”
In fact, by so clearly labeling the worst of Twitter’s worst people, it spurred a genius #BlockTheBlue backlash, in which people gleefully banned the blue-check trolls that now populated the top of every single prominent Twitter thread (like those of actual celebrities announcing their refusal to pay for what was now a worthless mark).
The visible unpopularity of the program wasn’t just embarrassing for Musk. It’s an existential threat to the program’s viability. Musk sold the subscription service as a way to become one of the site’s Important People without merit; if all the Important People didn’t just stay off the program, but mocked it, only the most diehard of Musk loyalists would be eager to sign up for that.
As the collapse of the program became self-evident, third parties had already begun working on automated #BlockTheBlue plugins that would systematically block all checkmarks. So Musk immediately set out to salvage the reputation and very existence of the $8 club—by forcing Important People to be in it whether they liked it or not. And by “immediately,” we mean “by afternoon.”
Elon Musk’s Twitter Blue is a verified disaster
I was one of Twitter’s early adopters. I was one of those accounts they suggested you follow when it started to get big. I went from a few thousand followers to a hundred thousand in a matter of days, and was at 3 million when I closed my account.
I left Twitter long before Musk took over, but I kept the account to protect it and the branding it comes with from bad people.
Last year, before Musk bought it, I posted a couple of tweets to let those three million accounts know that my memoir had been published. It seemed silly not to. I turned replies off, and just let it be an announcement.
Then Musk took over, and I watched Twitter turn into 4Chan. When it started to become 8Chan, I deleted my entire archive, unfollowed everyone except family, and then made my account private. I figure I still need to protect the username.
I don’t look at my account, but someone told me the check was gone. (Oh, I was one of the earliest verified users, too). I was thrilled. I didn’t want anyone to think I gave that bozo my money.
Then the same person told me the check was back, shortly after I think all decent people had concluded that blue check = red flag (or red hat). So I signed back into my account and updated my bio to make sure nobody ever thinks I gave that dumbass any of my money.
I know I’m not alone. That check mark is now toxic, and I’m not the only longtime verified user who doesn’t want anything to do with it. I wonder if someone more famous than me, with more at stake, makes noise about the implied endorsement / affiliation the blue check now carries with it, and the brand damage that comes with it?
(via wilwheaton)