Elon Musk’s vision for a Twitter that allows any and all content was put to the test Thursday by rapper Ye’s tweet featuring a swastika.

Musk has forged ahead with his plans to create a so-called free speech platform in the month since he took over Twitter as part of a $44 billion acquisition — removing the COVID-19 misinformation policy, cutting key staff and replatforming banned accounts. But his decision to suspend Ye, the rapper formerly known as Kanye West, highlights the tightrope Musk is walking between appeasing his supporters who welcome his “free speech” vision and running a viable social media site.

“I think [Musk] saw a moment to try and work the room to say, ‘look what I did. I stopped the swastika,’” said Angelo Carusone, president and CEO of the left-leaning watchdog group Media Matters for America.

A group of more than 40 civil society organizations on Tuesday sent a letter urging the top 20 Twitter advertisers to threaten to suspend their ads globally if the platform’s new owner Elon Musk won’t commit to enforcing safety standards and community guidelines.

“We, the undersigned organizations, call on you to notify Musk and publicly commit that you will cease all advertising on Twitter globally if he follows through on his plans to undermine brand safety and community standards, including gutting content moderation. This means that Musk must not roll back the basic moderation practices Twitter already has on the books now and must commit to actually enforcing those rules,” the civil society groups wrote in their open letter to the advertising CEOs.

But if Twitter allows for more of that content under Musk, as he’s indicated, the change could cut into the number of users on those platforms — or even kill some of the alternative sites, said President and CEO of the left-leaning watchdog group Media Matters Angelo Carusone.