Elon Musk's verbal assault on advertisers who have shunned X (formerly Twitter) threatens to sink the social network further, with the tycoon warning of the platform's demise, just one year after taking control.
"If somebody's gonna try to blackmail me with advertising, go fuck yourself," a visibly furious Musk told an interviewer in New York in front of an audience of the US business elite this week.
Musk was lashing out at the advertisers who had abandoned his platform after Media Matters, a left-wing media watchdog group, warned big companies that their ads were running aside posts by neo-Nazis.
Walmart on Friday was the latest to join the exodus, following the footsteps of IBM, Disney, Paramount, NBCUniversal, Lionsgate and others.
The latest controversy broke earlier this month when Musk declared a tweet exposing an anti-Semitic conspiracy theory as the "absolute truth."
Musk apologized for his tweet, even taking a trip to Israel to meet with Prime Minister Benjamin Netanyahu, but on Wednesday he targeted his anger squarely at advertisers.