She’s tasked with saving the company now called X, but Musk might be loath to hand over the reins of his $44bn vanity app
“Her history has given her massive credibility within the advertising world and in digital media, and she is not one to back down from a challenge,” said Dan Ives, an analyst at investment firm Wedbush Securities. “She recognises that this is an uphill battle, but she also recognises the opportunity for turnaround.”
“There was quite a bit of cautious optimism when it was announced that Yaccarino was going to take over – that optimism has now faded,” said Jasmine Enberg, top social media analyst at the market research firm Insider Intelligence. “It was clear from the start that Musk wasn’t going to step away, and now it’s clear that he isn’t going to step to the side either.”
“This was the first time they were out there equally,” Panzarella said. “Over the last couple of weeks, we have almost seen her say, ‘Hey, you want me to run this thing? Then I have to be the voice of it.’” Still, X is very much in line with Musk’s longstanding goals to create an “everything app”. That the X rebrand is very clearly an effort from Musk and not Yaccarino has underscored the new CEO’s lack of control over the company, said Enberg of Insider Intelligence.
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