Twitter has many problems that makes it’s hard for it to generate profit. Sure Musk’s ‘free-speech’ twitter has made it worse but I think twitter has struggled with profit generation since day one (I think it had a few good years recently before Musk took over) and the prevalence of porn didn’t help.

Threads moderation may be puritan but it is advertiser friendly. And as long as the millions of active accounts stay engaged it looks like a much better alternative than twitter for advertisers.