And the content that makes up top posts isn’t what you want to make top posts…

X now rewards Premium subscribers with an ad revenue share tied to the number of impressions, or views, of ads a user generates in their tweet replies," he said.

"This incentives X users to post content that sparks the most replies, and the characteristics of content that typically generates the most replies is content that is divisive, polarising, provocative, and controversial… exactly the sort of content that brands do not want to have their ads placed amongst.