That project, ironically and aptly named Thud, was announced -- where else? -- on Twitter.
Thud was a big idea, or a collection of big ideas, or maybe no well-formed idea at all. More of a prank shop than a publication, Thud would craft “big, sharp, and surprising satirical projects.” Some of those projects are still online -- a site parodying DNA testing services, another offering a doofus personality profile. They’re pretty funny.
But there were two problems. None of the satirical projects were designed to make money (and why should they have to, with Musk’s billions behind them?). And Musk at some point lost interest and cut funding, leaving all the ex-Onion folks high and dry.