And it's not just a trademark matter. I haven't looked in detail at how the Twitter acquisition was structured, but somewhere there's a spreadsheet with the words "goodwill" and next to those words there's a huge number reflecting what Musk overpaid for Twitter.

To simply stop using the Twitter brand, logo, and verb-ology would be a huge slap to that number, not that it really means anything financially.

See: https://www.investopedia.com/terms/g/goodwill.asp