Musk is a really smart Dude for sure. He seems to be a good engineer and is able to bring new technologies to the market and runs a pretty damn good space company. He's made a ton of money.
IMHO the problem he's got is a couple of problems that lots of really smart and successful people have. Namely:
A: He thinks that being really smart means that others are dumb.
B: He thinks that being really smart makes him an expert at everything, even stuff he knows nothing about.
To use a football comparison: Musk is a 6'2'', 200+ pound WR with great hands and great speed. Probably the fastest guy on the field. He's a game changer and Defensive Coordinators lose sleep figuring out how to defend him. BUT two good DBs with occasional safety help can absolutely shut him down ( at the expense of leaving others in single coverage ). AND what happens when you bring him inside and ask him to block a pass rushing DE/LB or a stunting DT? He gets his ass handed to him while he's staring up at the stadium lights.
This is Musk. SpaceX and Tesla represent game changers that have revolutionized the space and car industries more than anything in the past 50 years. The genius here is hard to overstate. But Must doesn't know a damn thing about social media, social media companies, or the public relations that is KEY in that industry. That doesn't make him less smart, he just isn't an expert at it.
Just getting back to the subject of the thread. He's running a company that depends on advertisers for almost all of the company's income. Unless you have advertisers lining up to spend money on you (which he obviously doesn't).. PUBLICALLY telling one of the biggest ones you have to F*** off MAY not be the best move. Does he get style points? Sure. That and $10 will get you some fancy coffee drink at Starbucks. But style points aren't going to help you make payroll.
I get why he did it. He's smart, successful. He's got an ego that he earned by being successful and making tons of money. In other words he's not used to taking shit from anyone. That's gotten him in a TON of trouble at X. That company is bleeding cash, a shadow of their former selves, and can't even pay their bills right now.