Elon Musk has long been enamored of the letter X.

Now, he’s killing off the Twitter brand and the iconic blue bird in favor of X as part of an effort to turn his $44 billion acquisition into something that’s genuinely his.

Musk’s vision for X is something akin to China’s WeChat, a super app that people can use for entertainment and buying goods and services online, in addition to posting updates and messaging their friends. But the rebrand comes after months of erratic behavior by the world’s richest person turned off users and pushed away advertisers, leaving Twitter in a troubled financial position and increasingly vulnerable to competition.

Killing an iconic internet brand is “extremely risky” at a time when rival apps such as the new Instagram Threads and smaller upstarts such as Bluesky are luring users, said Mike Proulx, an analyst at Forrester.

Musk has “singlehandedly wiped out over fifteen years of a brand name that has secured its place in our cultural lexicon,” Proulx said in an email.

A company spokesperson didn’t provide a comment for this story.

It’s not entirely a surprising move. Musk had already converted Twitter’s corporate name to X Corp, which itself is a subsidiary of X Holding Corp, as revealed in an April court filing. Musk said last October, just prior to buying Twitter, that he viewed the $44 billion deal as “an accelerant to creating X, the everything app.”

The letter X features prominently in the name of Musk’s rocket company, SpaceX. And over two decades ago, X.com was the name of Musk’s payments company that eventually became PayPal through a merger with a rival at the time.

Name changes have become fairly commonplace among storied web companies. Facebook became Meta in late 2021, and Google adopted the Alphabet moniker six years earlier. However, in those cases the newly named parent companies kept the branding of their core services, so Facebook users and Google searchers could keep doing their thing without disruption.

Musk appears to be betting he can get rid of Twitter altogether. Over the weekend, he introduced the new X logo and said in a tweet that “soon we shall bid adieu to the twitter brand and, gradually, all the birds.”Ralph Schackart, an analyst at William Blair, told CNBC last week that his team of analysts “didn’t pick anything up” from advertisers they polled as part of a recent survey on the digital advertising market that would indicate that these businesses had upped their spending on Twitter. Meanwhile, there are signs that the overall digital ad market could be improving, according to the William Blair survey.

Insider Intelligence analyst Jasmine Enberg said in an emailed statement that the name change marks “a gloomy day for many Twitter users and advertisers” and a “clear signal that the Twitter of the past 17 years is gone and not coming back.”

“Twitter’s rebrand is a reminder that Elon Musk, not Threads or any other app, is and has always been the most likely ‘Twitter killer,’” Enberg wrote.