This month, Threads announced that it reached 400 million monthly active users — nearly as many as X (née Twitter). That’s almost half a billion people.

Threads is the Big Bang Theory of social media. Bland , boring , largely unoffensive , and somehow , it was the most popular show on television for years . Game of Thrones got the cultural and critical attention, but Old Sheldon retained a steady audience of nearly the same size. At any given time , "Twitter" and "X" are searched somewhere between 12 and 30 times more than "Threads" on Google, according to the search engine's Trends data. Threads is a popular platform without much of an identity. And maybe that's a good thing: X's cultural relevance is inseparable from the constant churn of Elon Musk drama —

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