I think you're giving him way too much credit. Ever since the PayPal days he had this idea for an, "everything app," a digital-marketplace/wallet/messaging/social media/anything-else-you-could need-online-app called X. The concept and name are profoundly stupid, but he was so dedicated to his vision he got booted from PayPal because he wouldn't give up on it. I think it's much more like he legitimately believes he can make Twitter into this bloated super-app (and maybe make some changes for the right-wing trolls that support him along the way) rather than slowly killing the app he payed $44 billion to aquire.