A bad idea is one thing. They happen all the time. Many executives would sell their souls for the kind of recognition that the blue bird had, but I suppose a good marketing team could have pulled off a successful rebranding.
This whole “x” fiasco, however, is a series of bad ideas done hastily, sloppily, and with little to no planning. It’s completely unjustifiable, from any perspective - unless you’re Elon, apparently.