Rebranding makes sense, though how I'd done it was only when the "X app" had enough use cases that many users came to it not from the existing Twitter user pool but from anywhere, like for payments like with WeChat.

Rebranding then could just be more complicated though and could kill the potential user rush so in a way this might be the right thing, even though it will look foolish in the case that X.com doesn't take off as hoped and will be easy to make fun of. But I do appreciate the attempt, one can't say it's done due to a lack of courage.