There's just something so pathetic about failing to start your dream company called X in 1999, and then twenty years later when your ultra rich buying some other company and renaming it X to try and finally feel like you won, you did it, you made a globally important social media company called x. The struggle is over. At last.
I cannot prove this as it is a theory someone else proposed, but I sincerely believe that his obsession with the letter X is due to the fact that many native African tribes signed away all their rights and privileges with an X mark, since they were illiterate.