I think a huge percentage of the problems plaguing X today could be fixed with one change:
Stop monetizing opinions.
When
@elonmusk first introduced monetization on X, I was completely in favor of it.
The logic made sense. People spend time creating content, that content brings users and attention to X, so why shouldn’t creators share in the revenue?
In theory, it was a great idea.
In practice, I think it has turned out to be one of the worst changes made to the platform.
Because once you attach money to impressions and engagement, you inevitably change what people are incentivized to say.
People are no longer asking:
“Is this true?”
“Is this useful?”
“Do I actually believe this?”
They’re asking:
“Will this get views?”
“Will people argue in the replies?”
“Can I make money from this?”
And unfortunately, anger, outrage, fear and hatred are very good at generating engagement.
So we’ve created an economic incentive for rage bait.
The more outrageous the claim, the more replies.
The more divisive the opinion, the more quote posts.
The more you attack a group of people, a race, a religion, a political party, a country, or a community, the more people fight underneath it.
And all of that engagement can translate into money.
That is a terrible incentive structure.
It also hasn’t necessarily resulted in the original creators being rewarded.
Instead, we have entire accounts built around recycling other people’s posts, slightly rewriting viral tweets, stealing videos, reposting old content, posting AI-generated slop, and pumping out enormous quantities of low-effort content.
Open
@X today and you can sometimes see essentially the same story posted by 20 different accounts with slightly different wording.
Nobody knows who originally reported it.
Nobody checks whether it’s even true.
They just need to be early enough to capture the engagement.
And I think it is materially changing the culture of X.
I used to spend a ridiculous amount of time on this platform. Recently, I find myself enjoying it less and less.
There’s still incredible content here. There are still brilliant people here.
But you have to dig through an increasing amount of rage bait, recycled content, AI slop, manufactured controversy and outright hatred to find it.
My solution wouldn’t necessarily be eliminating monetization entirely.
I would seriously consider eliminating monetization for opinion/commentary-based content,especially political commentary, while continuing to reward ORIGINAL content.
Science.
Technology.
Education.
Gaming.
Original comedy.
Original videos.
Art.
Research.
Journalism.
Photography.
Long-form educational content.
If somebody actually CREATES something that makes X better, reward them.
But monetizing someone’s opinion creates a fundamental conflict of interest.
Because once your income depends on how much engagement your opinion generates, consciously or subconsciously, your opinion starts becoming optimized for engagement.
And nuance rarely goes viral.
Outrage does.
I genuinely think
@elonmusk should reconsider how X’s monetization program works and whether certain categories of content should simply be excluded.
Here’s the easiest experiment:
Turn off monetization for political/opinion/rage-bait accounts for 90 days and watch what happens to the discourse.
I suspect X would become noticeably more enjoyable almost immediately.
And the people who genuinely want to express their opinions will still express them.
Most people on X aren’t getting paid today, and they still post.
People used Twitter for more than a decade without expecting a check for every viral thought.
The people we’d lose are largely the people whose primary reason for posting 30 times a day is farming impressions.
And I’m not convinced losing them would be a loss at all.
X doesn’t need less free speech.
It needs fewer financial incentives to manufacture outrage.
Those are two very different things.