Elon Musk likes the role of the rebel who doesn't care about conventions.
It has charm and entertainment value.
To some extent, it should also explain the undeniable successes of the two companies he manages, Tesla and SpaceX.
But there is a downside, as underscored by his maneuvers around the Twitter purchase.
Musk delivers an undignified and increasingly tiring spectacle.
Only a few weeks ago he engineered the takeover with a great deal of fanfare, now he's raising doubts about it.
He suggests the company may have a bigger problem with fake user accounts than it's letting on, but that sounds like an excuse.
Maybe he's trying to get out of the actually binding takeover agreement, maybe he's hoping to negotiate an even lower price.
In any case, it sounds hollow when he now questions user data and declares this to be a possible "deal breaker".
Finally, before signing the purchase agreement, he deliberately refrained from a thorough due diligence check by Twitter.
It was probably never expected that Musk would follow a common pattern when it came to an acquisition.
But right now, even by his standards, he seems out of control, and he's not only erratic in the process, he's also destructive.
He is currently exposing the online platform to a stalemate that can only do harm.
And who is helped if he rudely insults their current CEO?
As if to demonstrate that he can afford more than others, he flatly ignored the rules of the SEC, for example when he later announced his entry into Twitter as mandatory.
Musk has recently often invoked the importance of Twitter in public discourse.
Of course, this means that as the owner of the platform he has a special responsibility and it is doubtful that he would be able to cope with it.
Twitter can be accused of never having exhausted its economic potential.
But Musk isn't the savior the company could need.Keywords: