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I don't understand how you can sue a company that doesn't want to advertise on your platform
You can sue anyone for anything. It's just a matter of how long you fight it before it gets thrown out.
Apparently, in this case it didn't take long.
From what I understand, they're trying to (mis)use a law to the effect that companies cant all get together and boycott a competitor in order to try to drive it out of the market. If my understanding is correct then, for example, if say Ford and GM and such happened to also run electric taxi businesses, and those taxi businesses bought cars off the open market where in theory they should buy whatever they think gives them what they need at the best price, even if from another car maker, then it wouldnt be legal for them to all go and say "we make electric cars, and Tesla does too, so lets not buy anything from Tesla, regardless of how cheap or good their products are, so they lose business" (Assuming that the Teslas in question would in fact be perfectly suitable for said taxi companies needs that is). They're trying to sue an advertising industry group, claiming that they've done this kind of thing. Except the members of the group in question arent really competitors to Twitter, and in any case, the quality of advertising is thought to diminish if the ads are next to objectionable and bigoted content, since its thought to hurt the advertised company's image, so if my understanding is correct, it should be simple enough for them to argue "We're not colluding to hurt your company, your product just isnt up to our standards so we arent buying it"
I think he sued some sort of industry group, not specific companies.