Elon Musk’s New Twitter ‘X’ Sign Is Annoying Neighbors: ‘It’s Hard To Describe How Bright It Is’

Life moves pretty fast. This time last week the social media service known as Twitter was still known as Twitter. Now it’s X. Being an Elon Musk production, the transition has been speedy but it’s not been smooth. Are posts now called Xes? Will the word “Twitter,” still present in the search function and elsewhere, eventually be completely removed? Who knows! But it’s not just the service itself that’s been thrown into chaos. The company’s San Francisco headquarters is a mess, too, including with a new sign that’s already annoying neighbors.

On Saturday, someone posted a video of the new X sign that’s now perched atop the company’s main building. At night it gets awfully bright. Really bright. “I would be f*cking LIVID,” wrote the poster. “Imagine this f*cking X sign right across from your bedroom.”

The video eventually caught the eye of Christopher J. Beale, a journalist and audio engineer whose apartment is directly across from the Twitter/X building. They posted their own videos, showing the sign beaming blinding light across the way.

“Imagine no more. This is my life now,” Beale wrote. He posted another video, in which the sign segued into strobing effects.

Beale also replied to someone who took pity on him, writing, “It legit hurt my eyes when they were testing it in daylight…it’s hard to describe how bright it is.”

Beale elaborate further in an interview with local news station KTVU. “Around 11 last night they had it at full blast, strobing, and it lit this entire area up like it was daylight,” he explained. “Even with the shades down…, it was to the point where we couldn’t even watch the movie we were trying to watch in the living room and we had to move to the other side of the apartment.”

Annoyed as he is, Beale won’t be filing a complaint with the city. But he does hope one of the many other neighbors will do just that.

Last week, as Musk aggressively rebranded the company he purchased — and has subsequently turned into a trainwreck — late last year, he ran into problems with city police, who briefly halted removal of the famous Twitter sign. There were also lots of weird business inside the headquarters involving terrible renamings of conference rooms. It’s Elon Musk’s world, and we’re just stuck inside it.

(Via Insider)