It's not surprising. He knows the value such a company can bring to Twitter and all his businesses. He has said that AI will help make Twitter better. If he's going to develop AI for Twitter and Tesla then why not start a company.
I expect Musk to create a bunch of other companies. He owns the biggest bullhorn ever. Twitter, and he can leverage it to promote his other companies. People just don't get what an advantage Twitter has given him. If you look at any software based company's expenses, you will see that the biggest expense is advertising by far. In the past, business people used to buy or create newspapers to help them promote their other businesses. The LA Times was one of them. Twitter and such other apps are the new newspapers. He'll probably be the first trillionaire with-in the next 10 yrs.
I expect Musk to create a bunch of other companies. He owns the biggest bullhorn ever. Twitter, and he can leverage it to promote his other companies. People just don't get what an advantage Twitter has given him. If you look at any software based company's expenses, you will see that the biggest expense is advertising by far. In the past, business people used to buy or create newspapers to help them promote their other businesses. The LA Times was one of them. Twitter and such other apps are the new newspapers. He'll probably be the first trillionaire with-in the next 10 yrs.