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    Why Twitter is an easy target for outsiders like Elon Musk intent on change

    To ward off Elon Musk, Twitter's board will have to show it finally has a plan to address long-standing business problems.
    by Shannon Bond Apr 23, 2022 5 minutes

    Another year, another wealthy executive trying to take over Twitter.

    This time is different, of course, because the rich suitor is Elon Musk, the erratic tech superstar who has the world's largest fortune and legions of fans and foes.

    But Musk's effort to buy Twitter and "unlock" its potential makes him the latest in a long line of people who have kicked the company's tires since its 2006 launch, stirring up fresh excitement and speculation, only to walk away empty-handed.

    "It feels like Twitter has been up for sale for a while. It's just nobody wanted to go forward because of the challenges," says Bloomberg Intelligence technology analyst Mandeep Singh.

    Facebook founder reportedly tried to buy Twitter twice in its early years. Google, Apple, Disney and Salesforce reportedly considered bids back in 2016 but walked away. (Disney's then-CEO,, "The nastiness is extraordinary").

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