Exactly. If it didn’t pay off these companies wouldn’t keep shoveling money to Facebook and Google to show their ads time and time again. Marketing is expensive. If it didn’t at least break even then nobody would be doing it anymore by now. Obviously it works, otherwise I wouldn’t ever know what the fuck a squarespace or a goddamn raid shadow legends is.

Sure but then they’d also need to calculate the risk of Musk or X exposing the lie that X is allowing pro-nazi content. If it’s such an obvious lie for the exposure in the media then there’s a massive risk of being called out and exposed. The bottom line is X loses revenue and credibility due to this article and now has a huge incentive to blow the lid off this supposed conspiracy to paint X as a bastion of hate. I don’t think two big companies would roll the dice on that at the same time as losing their investment by ending this ad campaign early.