Users will have to remember to use 'x.com' plus the search term or they will get too much craft from every page that uses the letter X as a placeholder/variable though, right?

How does "x dot com" work to prop up the brand in daily communication and will people actually do it?

Because if they don't do both, then none of the content on x dot com matters, right?

Twitter needs nothing extra, no 'dot com' in any fashion, the brand lends itself exceedingly well to verbal and digital uses while consistently establishing and reinforcing the brand.

Really, he tanked most of the brand value if not all of it, it just doesn't "work".