This is assuming the old "no such thing as bad publicity!" adage is correct and can only mean good things for whoever the subject is. However recall that any new revelations around Sam Bankman-Fried and FTX similarly shoot up the front page and get a load of clicks, eyeballs and comments ... so clearly there's a limit to where this applies.
Twitter isn't in the position FTX is in, but I personally believe that the publicity that Musk and Twitter have been getting over the last month has been nearly universally bad. There is little value in increased user engagement if so much of it is centered around the catastrophic Twitter management and Elon Musk or Tesla parody accounts, particularly if there fewer companies interested in advertising to those users.
