"X" is a _terrible_ name; in a headline it looks like someone forgot to fill out a template.
Twitter wouldn't be the first rebrand where people just decide they're not going to bother with this. Notably, there the odd year or so where the Royal Mail attempted to rebrand to 'Consignia' (in the alternate universe where the Iraq War didn't happen, this would be what everyone remembered about the Blair era), and Netflix's attempt, some years before scrapping it entirely, to rename its DVD delivery business to 'Quikster'.
Interestingly, Apple (then Apple Computer) themselves fell afoul of this; they were repeatedly sued by Apple Corps (The Beatles' record label) over their name.
Twitter wouldn't be the first rebrand where people just decide they're not going to bother with this. Notably, there the odd year or so where the Royal Mail attempted to rebrand to 'Consignia' (in the alternate universe where the Iraq War didn't happen, this would be what everyone remembered about the Blair era), and Netflix's attempt, some years before scrapping it entirely, to rename its DVD delivery business to 'Quikster'.