It’s tricky business. The idea has to be plausible enough to attract investors, but implausible enough not to get looked at too closely by clever investors. Similarly, you have to drum up enough publicity to get interest, but not enough to get scrutiny.

Get the balance wrong and you get Theranos.

Neither. I brush them whilst standing next to the sink.

As an aside, you can tell how successful the rebranding of twitter as “x” has been, since even now more than 2 years after the rebranding news articles still have to add “formerly known as twitter” every time they mention it.

Yup. I keep encountering it, but I’ve only ever encountered it in the context of old people going “I don’t understand what these young people are talking about!” seemingly having passed into the “I don’t remember what being a child was like” stage of their lives.

I was coming to post this