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Welcome back to the “Elon Channel,” where it’s “All Elon, All The Time.” Today is pink slip day – with an Elon twist, of course. If you wake up to a work email, you still have a job. If Twitter HR sends an email to your personal email address… you’re fired. This is twisted.

Twitter employees think it’s twisted, too. According to Bloomberg, employees filed a class action lawsuit against the company arguing that Twitter’s actions run afoul of the U.S. Worker Adjustment and Retraining Notification (WARN) Act. Under the labor law, companies with 100 or more employees are required to notify them of mass layoffs 60 days in advance.

There’s more. Joining a relatively long list of advertisers, General Mills, Mondelez, Audi, and Pfizer have paused their ad spend on Twitter. Can Elon incentivize big brands to resume advertising on Twitter?

If he creates an environment where advertisers and marketers can achieve their business goals without compromising their values, advertising dollars will resume. If Twitter does not provide a “brand safe” (as defined by the advertisers, not by Elon) environment where ROAS (Return on Ad Spend) meets advertisers’ goals, advertising dollars will evaporate. Considering who Elon has fired over the past week, I’m not optimistic about Twitter as a brand safe platform.

That said, nothing is preventing Elon from creating a better Twitter… except Elon.

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