After a devastating advertiser exodus last week involving some of the world’s largest media companies, X owner Elon Musk is suing the progressive watchdog group Media Matters over its analysis highlighting antisemitic and pro-Nazi content on X — a report that appeared to play a significant role in the massive and highly damaging brand revolt.
The lawsuit filed Monday accuses Media Matters of distorting how likely it is for ads to appear beside extremist content on X, alleging that the group’s testing methodology was not representative of how real users experience the site.
“Media Matters knowingly and maliciously manufactured side-by-side images depicting advertisers’ posts on X Corp.’s social media platform beside Neo-Nazi and white-nationalist fringe content and then portrayed these manufactured images as if they were what typical X users experience on the platform,” the complaint filed in the US District Court for the Northern District of Texas said. “Media Matters designed both these images and its resulting media strategy to drive advertisers from the platform and destroy X Corp.”
They might have. It would be great if they file a brief with the court to support the argument. I’m pretty sure that Musk is absolutely going to tear through Media Matter’s search history and say some bullshit like “Yeah, if you search for Nazi 10,000 times and Apple 10,000 times, we’re absolutely going to do the thing you asked. But the number of people who actually do that is few and Media Matters made it sound like it was everyone.”
Media Matter’s is going to absolutely need others joining in to provide other sources of information independent of them. That’ll make the almost inevitable argument from Musk that “Nazi + Apple is a rare thing” incredibly weak.
Apple and Disney won’t be filing a brief with the court. Apple and Disney are going to get a subpoena.
Because Musk is arguing that Media Matters was the only user that saw those ads next to racist content. So naturally Apple and Disney will need to be asked, “If only a single user saw your ads next to racist content, would you continue running ads on that platform?”
That’s not a question they want to answer in public. So they are going to be pressuring Musk to drop the lawsuit.
Don’t believe your lying eyes said the Malignant Narcissist.