On Thursday, Elon Musk faced a significant setback when his lawsuit against advertisers over an alleged boycott was dismissed. US District Judge Jane Boyle ruled that Musk failed to prove consumer harm, rendering his claims of antitrust violations invalid.

The decision marks the end of a drawn-out legal battle that began almost immediately after Musk took control of Twitter and reversed its content policies. The judge emphasized that without demonstrable consumer harm, there can be no antitrust violation, leaving advertisers within their rights to boycott the platform for any reason, or none at all.

Musk’s argument was further complicated by his broader legal fight against Media Matters for America, which he accused of inciting the boycott. Both lawsuits remain unresolved, though the ruling suggests that Musk may face a lengthy and challenging path if he decides to appeal.

For now, the outcome leaves Twitter users in a curious position: they can continue to enjoy unfettered content moderation or face potential advertiser disinterest. Whether this trend continues will depend on how advertisers balance their business interests with ethical considerations in the wake of Musk’s legal defeats.