This Is What $44 Billion Buys You

Elon Musk didn’t just get a social network—he got a political weapon.

It’s easy to forget that Elon Musk’s purchase of Twitter was so rash and ill-advised that the centibillionaire actually tried to back out of it. Only after he was sued and forced into legal discovery did Musk go through with the acquisition, which has been a financial disaster. He’s alienated advertisers and turned the app, now called X, into his personal playground, where he’s the perpetual main character. And for what?

Only Musk can know what he thought he was buying two years ago, though it seems clear the purchase was ideological in nature. In any case, the true value of X—the specific, chaotic return on his investment—has become readily apparent in these teeth-gnashing final days leading up to November 5. For Musk, the platform has become a useful political weapon of confusion, a machine retrofitted to poison the information environment by filling it with dangerous, false, and unsubstantiated rumors about election fraud that can reach mass audiences. How much does it cost to successfully (to use Steve Bannon’s preferred phrasing) flood the zone with shit? Thanks to Musk’s acquisition, we can put a figure on it: $44 billion.  

Nothing better encapsulates X’s ability to sow informational chaos than the Election Integrity Community—a feed on the platform where users are instructed to subscribe and “share potential incidents of voter fraud or irregularities you see while voting in the 2024 election.” The community, which was launched last week by Musk’s America PAC, has more than 34,000 members; roughly 20,000 have joined since Musk promoted the feed last night. It is jammed with examples of terrified speculation and clearly false rumors about fraud. Its top post yesterday morning was a long rant from a “Q Patriot.” His complaint was that when he went to vote early in Philadelphia, election workers directed him to fill out a mail-in ballot and place it in a secure drop box, a process he described as “VERY SKETCHY!” But this is, in fact, just how things work: Pennsylvania’s early-voting system functions via on-demand mail-in ballots, which are filled in at polling locations. The Q Patriot’s post, which has been viewed more than 62,000 times, is representative of the type of fearmongering present in the feed and a sterling example of a phenomenon recently articulated by the technology writer Mike Masnick, where “everything is a conspiracy theory when you don’t bother to educate yourself.”

[Read: Elon Musk has reached a new low]

Elsewhere in the Election Integrity Community, users have reposted debunked theories from 2020 about voting machines switching votes, while others are sharing old claims of voter fraud from past local elections. Since Musk promoted the feed last night, it has become an efficient instrument for incitement and harassment; more users are posting about individual election workers, sometimes singling them out by name. In many instances, users will share a video, purportedly from a polling location, while asking questions like “Is this real?” This morning, the community accused a man in Northampton County, Pennsylvania, of stealing ballots. Popular right-wing influencers such as Alex Jones amplified the claim, but their suspect turned out to be the county’s postmaster, simply doing his job.

The most important feature of the Election Integrity Community is the sheer volume of posts: dozens per hour, such that scrolling through them becomes overwhelming. It presents the viewer with fragmented pieces of information—more than any casual news consumer (or most election offices, for that matter) might be able to confirm or debunk. And so the feed is the purest distillation of what Musk’s platform wishes to accomplish. He has created a bullshit machine.

There are three major components to this tool. The first is that X exposes its users to right-wing political content frequently, whether they want it or not. To test this theory, I recently created a new X account, which required me to answer a few onboarding questions to build my feed: I told X that I was interested in news about technology, gaming, sports, and culture. The first account the site prompted me to follow was Musk’s, but I opted instead to follow only ESPN. Still, when I opened the app, it defaulted me to the “For You” feed, which surfaces content from accounts outside the ones a user follows. A Musk post was the first thing I encountered, followed quickly by a post from Donald Trump and another from an account called @MJTruthUltra, which offered a warning from a supposed FBI whistleblower: “Vote, arm yourself, Stock up 3-4 Months Supply of Food and Water, and Pray.” After that was a post from a MAGA influencer accusing Meta CEO Mark Zuckerberg of “censoring patriots,” followed by posts from Libs of TikTok (a video from a school-board meeting about girls’ bathrooms), MAGA influencers Benny Johnson and Jack Posobiec, and Dom Lucre, a right-wing personality who was once banned from the platform for sharing an explicit image of a child being tortured.

[Read: I’m running out of ways to explain how bad this is]

X is also experimenting with other algorithmic ways to surface rumors and discredited election news. The platform recently launched a new AI-powered “stories for you” feature, which curates trending topics without human review and highlights them prominently to selected users. NBC News found five examples of this feature sharing election-fraud theories, including debunked claims about voting machines and fraud in Maricopa County, Arizona.

This algorithmic prioritization represents the second prong of the approach: granting far-right influencers and the MAGA faithful greater reach with their posts. A Washington Post analysis of lawmaker tweets from July 2023 to the present day show that Republican officials’ posts go viral far more often than Democrats’ do, and that Musk's right-wing political activism has encouraged Republican lawmakers to post more, too, “allowing them to greatly outnumber Democrats on users’ feeds.” According to the Post, “Republicans’ tweets totaled more than 7.5 billion views since July 2023—more than double the Democrats’ 3.3 billion.” Musk has effectively turned the platform into a far-right social network and echo chamber, not unlike Rumble and Truth Social. The difference, of course, is X’s size and audience, which still contains many prominent influencers, celebrities, athletes, and media members.

The third and final element of X’s bullshit engine is Musk himself, who has become the platform’s loudest amplifier of specious voter-fraud claims. Bloomberg recently analyzed more than 53,000 of Musk’s posts and found that he has posted more about immigration and voter fraud than any other topic, garnering roughly 10 billion views. Musk’s mask-off MAGA boosterism has also empowered other reactionaries with big accounts to shitpost in his image. When they do, Musk will frequently repost or reply to their accounts, boosting their visibility. Here’s a representative example: On October 23, the venture capitalist Shaun Maguire posted that he’d heard a rumor from a senator about more ballots being mailed out in California than the number of legal voters. “Can anyone confirm or deny this?” he asked his more than 166,000 followers on X. Musk replied to the post, noting, “I’m hearing one crazy story after another.”

[Read: Elon Musk says he would recognize a Harris election victory]

On this point, I believe Musk. The billionaire is inundated with wild election speculation because he is addicted to the rumormongering machine that he helped design. This is the strategy at work, the very reason the volume of alarming-seeming anecdotes about a stolen election work so well. Not only are there too many false claims to conceivably debunk, but the scale of the misleading information gives people the perception that there is simply too much evidence out there for it all to be made up. Musk, whether he believes it or not, can claim that he is “hearing one crazy story after another” and coax his bespoke echo chamber to proffer evidence.

X’s current political project is clear: Musk, his PAC, and his legion of acolytes are creating the conditions necessary to claim that the 2024 election is stolen, should Kamala Harris be declared the winner. But the effects of that effort are far more pernicious. If you spend enough time scrolling through the Election Integrity Community feed and its unending carousel of fraud allegations, it isn’t hard to begin to see the world through the paranoid lens that X offers to millions of its users. It is disorienting and dismaying to have to bushwhack through the dense terrain of lies and do the mental calisthenics of trying to fact-check hundreds of people crying nefarious about things they haven’t even bothered to research. Worse yet, it’s easy to see how somebody might simply give in, beaten into submission by the scale of it all. In this way, even though X is Musk’s project, it may actually be built in the image of the MAGA candidate himself. A $44 billion monument to Trump’s greatest (and only real) trick, as he put it in a 2021 speech: “If you say it enough and keep saying it, they’ll start to believe you.”