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X is incentivising users to scale up their reach at all costs. As a result, deeply polarising, violent and hateful content has become an even more powerful currency, says Nick Hedley.
Elon Musk has made sweeping changes to the company formally known as Twitter since he bought it for $44 billion a year ago. One of those is a new incentive programme where popular accounts are given a share of the platform's advertising revenues.
In theory, that sounds pretty cool. It's only fair to pay the people creating the content that keeps X ticking along, right?
