I can't figure out if renaming Twitter to X is the stupidest branding decision I've ever encountered or if it's bloody brilliant.

Every time Danish media talks about X, they say "The social media X". So X in itself is completely unrecognizable, you actively have to mention that you're talking about the social media platform. That's is however also rather genius, because now the connection between X and "social media" is strengthened every time it's mentioned.