It's recently been announced that a small startup called Operation Bluebird is trying to relaunch classic Twitter, arguing that the Elongated Muskrat has allowed the name and logo to lapse. I'm no legal expert, but there may be something of a leg to stand on. As a rule, a trademark is only enforceable so long as the company in question keeps using the mark consistently. That is, if a company rebrands, giving itself a new name and logo, they lose all rights to its previous assets. This is intended to encourage competition rather than allowing companies to essentially sit on their rights. There’s a lot more to this sort of move, but those are the broad strokes.
As for the new Twitter, it’s set to launch in early 2026 and is currently letting people reserve usernames and handles for when it finally launches. As of this writing, it’s at a little over 150,000 applicants.
I don’t intend to be one of them.
I can respect the effort on display here, and there’s clearly a love and affection for what Twitter once was, but I don’t think there’s any chance of catching the same lightning in a bottle. Twitter’s acquisition by Musk fractured a big part of the social media landscape, and I think things are all the better for it.
Once upon a time, I called Twitter my favorite social networking site, warts and all. It’s hard to describe what exactly I loved about it, but if I had to put it into a single coherent thought, it had an immediacy and a conciseness to it that you didn’t really get out of other platforms. It took the status update aspect from the likes of MySpace and Facebook and made that the entire site. It was also very accessible. I’m old enough to remember when you could use text messaging to post Tweets, back in the days of flip phones and T9 predictive text. That may seem rather quaint now with smartphones, but this was kind of a big deal back in the day. You weren’t bound to a swivel chair in front of a desktop, you weren’t lugging a laptop, and you didn’t have to break the bank buying one of those new fangled smart devices that HTC was making. If you had a phone and a good connection, you could submit a small message to a public square. I remember once reading an article about some activist tweeting only one word: Arrested. I don’t know the exact circumstances, but you certainly couldn’t have made such a quick and concise post to such a wide audience while seated at your desktop as the SWAT team kicked your door in.
Over time, the site evolved to include a few quality of life features, such as the ability to post images, the ability to post links in a way that didn’t count against your character limit, and eventually a doubling of the character limit from around 120 to 240. On a side note, I love the reason this upgrade happened. The story goes that Twitter wasn’t very big in Japan until a massive earthquake hit the nation. Suddenly, people all over Japan were signing up for Twitter to keep in touch during the crisis. That may not seem like a big deal, but you have to consider that the Japanese language is built different from us European/Latin-based types. To a Japanese person, that 120 character limit may as well have been a 120 word limit since a single character in Japanese can be either a letter, a word, or even a short phrase depending on the usage. Microblogging was the chocolate to Kanji’s peanut butter. As word of these longer-than-normal tweets spread, people around the world wanted in. Obviously, you can’t change a language overnight and emojis can only get you so far, so Twitter opted to double the character limit. The platform’s biggest paradigm shift was done out of jealousy for the Japanese language.
Despite all this, Twitter grew with the times by sticking to a very practical model. This drew in a lot of new users and eventually Twitter became the go-to place for news organizations to seek out statements from famous people who had now graced the platform with their presence. There would be an incident or scandal or some other controversy, the offending parties would release statements to Twitter (as opposed to directly to the press) and you’d see a screenshot of that tweet on the news, be it on the TV or on the website or anywhere else you’d get your news. There was a direct line between a person of importance and the general masses. Of course, this was a bit of an illusion as it was just as easy for a celebrity to post a Tweet themselves as it would be for them to hire a full-time social media manager to post on their behalf. Still, it came with a sense of authenticity. Barring any hacking, there wasn’t anything on that feed that a user wouldn’t want there.
However, this wasn’t going to last. Nothing does. Something at sometime was going to come along and disrupt the whole operation. The bigger they are, the harder they fall, and Twitter was no exception.
The fall came in the form of a buyout by a narcissistic billionaire who felt that Twitter wasn’t being as transparent and honest as it should be with what kind of content was and wasn’t allowed on their site. One of the events preceding this takeover was Twitter banning a number of high profile users for violating terms of service, including Alex Jones and Donald Trump. This was viewed by Musk as Twitter not being a platform supporting free speech despite its insistence on being the digital village’s public square. Musk seems to have trouble grasping the fact that free speech does not extend to things like slander and libel or hate speech or calls for violence and harassment. His view seemed to be that people would get to say whatever they want and that the consequences of these actions would just somehow magically work themselves out. Ironically, he’d go back on this promise of totally free speech as he’d start cracking down on satire accounts or impersonations of people and organizations.
As the old saying goes, be careful what you wish for because you just might get it.
So, what’s happened since Twitter imploded? We’ve seen a number of other social sites step up to fill the gap. The centralized source of direct information is now decentralized. It’s no longer “So and so Tweeted yesterday…” but now “The blah blah blah posted on Substack that…” or “What’s his name wrote on Medium...” or “… the company announced on its Threads account.” Among many other new names and faces to the scene. Sure, some of them have been around for some time, but now they’ve found a new purpose serving as a place of refuge for those fleeing the Muskrat. There’s no longer one name in the directory. The monopoly that Twitter built for itself through raw determination crumbled under its own weight and now it’s no longer top dog in the social media scene.
In the end, people don’t need a new Twitter because they’ve already found one, whether it’s Bluesky or Threads or Substack or Medium or WordPress. While Operation Bluebird is more than welcome to prove me wrong, I don’t think they’re going to achieve what they set out to do because it’s physically impossible to replicate the success of Twitter. Even if they were to, what safeguards do they have against history repeating itself?
In the interest of full disclosure, I left my Twitter account abandoned on the very day of my 15th anniversary of signing up. I keep it around for a few reasons, partly because it's costing Musk money to keep it up and running, but mostly because there's a number of very talented artists there who have yet to jump ship because they don't want to lose the audience they've built up over the years.
