#Twitter trying to do #Google-type ads based on keywords is likely going to be a train wreck. When people Search, they're *looking for something*. When people *mention* something on Twitter, they could easily be saying that it's horrible -- not something most advertisers would probably want to pop an ad onto. And Musk's insanely rushed implementation schedule means no time for the kinds of analysis that might help mitigate this, nor does he likely even understand the need for this, since he apparently immediately fires engineers that point out his ignorance.