I'm pretty sure he renamed the company X just so he could make the logo on those Twitter post embeds look like they are the button to close the post preview. It looks like a modal close button, especially since they put it on the top right, but if you click it, it takes you to twitter, where you are immediately bombarded with pop-ups, login prompts, and just all-around general ass-hattery. Plus now you can't refer to anything generic as X without people wondering if you're talking about Xitter or not. It's dumb, and annoying.