If we finally have some real choices in social media, then so much the better
He has fired too many people. He has made too many changes. It is overwhelmed by racists and Nazis, and he has turned it into a vehicle for his own Right-wing, libertarian views.
In the year since Elon Musk gambled $44bn (£34bn) on taking control of the social media site Twitter there have been constant calls for tighter regulation, new laws to control its owner, and demands that advertisers boycott it.
But hold on. Sure, we can all argue about whether Musk has improved Twitter or made it worse.
And yet with the launch of Threads from his great rival Mark Zuckerberg, one point is surely clear: there is a far better way to tame Musk than laws and regulations. It is called competition – and right now it seems to be working more effectively than ever.