Personally, I'm more concerned about Musk's erratic behavior than about the content of his tweets

His actions have made me question doing business with any of his companies. He apparently agreed to purchased Twitter on a whim, for more than market value, without significant due diligence, and then quickly changed his mind and tried to back out of the deal with no sufficient legal basis for doing so. Since completing the purchase, X has become a significant distraction from his other businesses. Musk has also shown himself to be very thin-skinned and a bit of a hypocrite about free speech, and has been overhyping Tesla's self-driving features which are still not ready for mainstream use. And as someone trying to attract creators and advertisers to X and who serves as the public face of Tesla, he should understand the importance of perception. If he doesn't, he is being naive. All of this together, along with many other signs, leads me to suspect that he has some form of bipolar disorder and has been using drugs to self-medicate. Much of what he's said on X could be called troubling or at least can be easily interpreted badly. So it is difficult to argue with people who take offense or ascribe sinister motives. He owns a big chunk of X, so he can say whatever he wants on there. But he should not be surprised if advertisers are scared away or people think he's a bit crazy because of what he says.