It is rare a that a public company stretches so far into the realm of abhorrent behavior, but Twitter’s TWTR actions last week revulsed me more than Union Carbide’s Bhopal, Boeing’s BA repeated failures with the 787 Max, J&J’s JILL Tylenol scandal and really any other corporate action I have seen in my lifetime.

For a social media platform to censor a world leader—while still giving a voice to preachers of hate like Louis Farrakhan Iran’s Ayatollah Khamenei and even O.J. Simpson—isn’t just wrong from a free speech perspective, it’s actually terrible business. So, Twitter has shown little to no sequential growth in its user base of late (details below) but it is still valued like its Big Tech growth-y brethren. Twitter is not growing, it is shrinking, if measured versus the growth rate of the global economy, and that reduction will accelerate dramatically now that Twitter has offended every Conservative in America with its action to ban President Trump. Only fools in Congress and Big Tech apologists would think that Section 230 of the Communications Decency Act should apply to Twitter. It is a publisher, not a platform. Full stop.

So, first and foremost, here is how to deactivate your Twitter account. I used this excellent article from the Today show last week to kill my account. It took me more than half an hour, and making it difficult to leave is a classic Big Tech strategy for bolstering user numbers, but eventually I succeeded. It was worth it. I will never use that platform again.

But I do stocks, not activism, and even if a new type of conscious capitalism is my investment strategy for 2021, I still need to make some money. Twitter shares are plunging 7% in pre-market trading Monday, and the market will soon realize that this platform is going to shrink dramatically. Even on a good day, Twitter is a cesspool of hate speech, lies (including investment advice) and a “trending” algorithm that seems to have a remarkably consistent left-wing bias. I will not be the last person to cancel it.

I have never interacted with an ad on Twitter (or ********) and I would never spend a dime with a company that tried to reach me through a private social media channel. I don’t do “cancel culture” but I believe Twitter will become radioactive for advertisers, as half the US is revolted by what they have done, and that’s not good for business.