"At that point, Mr Musk had not given up on the idea of starting a new social media company, an idea he had discussed with his brother, Kimbal. "I think a new social-media company is needed that is based on the blockchain and includes payments," he texted him."

He should've been able to make quite a good social media company for $44b. It'd still have the same problem Twitter has now though of a pretty toxic brand owning it.
https://www.telegraph.co.uk/world-news/2023/09/01/elon-musk-reveals-twitter-takeover-hatred-woke-mind-virus/