Twitter had reasonably healthy finances and steadily growing revenue. It turned profit in 2018 and 2019 and could have fully recovered from the 2020 slump within a few more quarters.

A change in leadership (never been a fan of Dorsey) and a refocus on core competencies could have given it a big boost - if it was planned and executed competently. But what we got with Musk is the exact opposite of that. The amount of fuckup is truly amazing to watch.