Right, it seems like with celebrities no press is bad press (with a couple exceptions) and Twitter feuds and drama bring more interest. But doing it on behalf of a company can only look bad.

The obvious example is Musk who regularly makes himself look like an idiot, though I think the kind of whiny defensive posts mentioned in this article look way worse.

Somewhat surprisingly, I think Yan LeCunn does a decent job of posting fairly aggressive tweets but not looking like a whiner, crazy or someone shouting pointlessly into the void.