The Prof G Pod with Scott Galloway
The Prof G Pod with Scott Galloway

Bonus Episode: Elon Musk v. Twitter — with William Cohan

William Cohan, a founding partner and writer at Puck, as well as a former M&A investment banker, joins Scott to discuss how Elon Musk's deal to acquire Twitter might shake out, including what options he might have for backing out, how Twitter's lawyers might respond, and what it all co

Featured Speakers

Bill Cohan Guest

Topics Discussed

Episode Summary

Executive Summary: The conversation centers on Elon Musk’s proposed Twitter acquisition and whether he is truly trying to walk away, renegotiate a lower price, or close as agreed. Bill Cohan argues the market expects a price cut and that Twitter may accept a reduced deal in the $40s, while the host pushes for a harder legal fight. Both agree Musk’s conduct has created chaos, reputational damage, and major uncertainty around financing, enforcement, and deal precedent.

Main Topics: Elon Musk’s true objective: close, renegotiate, or exit (Priority: 5/5): The speakers debate whether Musk wants to lower the purchase price or abandon the deal entirely after Tesla’s stock decline and increased scrutiny. Deal financing and the equity gap (Priority: 5/5): Cohan explains that the financing is not fully in place yet, especially the equity portion, and that Musk may use financing failure as a potential out. Twitter board leverage and legal remedies (Priority: 5/5): They discuss the merger agreement, specific performance, breakup fees, and whether Twitter can realistically force Musk to close or extract a larger settlement. Fairness of valuation and possible reduced price (Priority: 4/5): Cohan argues Twitter could still accept a materially lower price in the 40s because the company’s standalone value may be much lower absent Musk’s bid. Market and reputational consequences for Musk (Priority: 4/5): The discussion emphasizes that Musk risks becoming a Wall Street pariah if he reneges, which could affect Tesla, SpaceX, and future dealmaking. Broader implications for M&A norms and rule of law (Priority: 4/5): The host raises concerns that letting Musk walk away could encourage bad-faith bidding and weaken respect for contractual commitments in public-company M&A.

Key Arguments: Musk may be seeking a price cut rather than full exit, because the market is already pricing in a renegotiation rather than the original $54.20 cash price. Alternatively, Musk could be trying to escape the deal entirely after a major drop in his wealth and Tesla stock, making the acquisition less attractive. The financing is not fully consummated; the senior debt and equity commitments are not yet finalized in practice, so a financing-based out may still exist. Twitter’s board has strong contractual leverage through the merger agreement, but practical outcomes often end in negotiation rather than full litigation. A lower price in the $40s could still be considered fair given Twitter’s likely standalone trading value in the low $20s absent Musk’s bid. If Musk pushed too low or behaved in bad faith, the board could walk away and seek breakup fees or pursue Delaware litigation for specific performance. There is concern that Musk’s conduct normalizes deal-breaking behavior, harming market discipline and M&A credibility. Musk’s reputation on Wall Street matters because much of his wealth is tied to Tesla and he needs market trust to support his broader empire.

Data Points: Twitter offer price: $54.20 per share - Musk’s agreed all-cash offer for Twitter. Twitter trading level during discussion: ~$37 per share - Host notes the market no longer expects full cash consideration. Current implied standalone Twitter value: ~$20 per share - Cohan suggests Twitter would likely trade in the low $20s without Musk’s bid and exogenous event. Tesla stock decline: 35% to 40% - Host says Musk’s wealth has fallen sharply, contributing to pressure around the deal. Snap stock performance: down 70% - Used as a comparable to show weakness across social media peers. Merger agreement date: April 25 - Cohan says Musk agreed to the price in late April after a draft was delivered on April 24. Draft merger agreement turnaround: 1 day - Twitter’s lawyers turned the draft around quickly and signed it within a day. Equity financing target: $27.5 billion - Musk reportedly committed to raising this amount of equity financing. Equity raised so far: about $13.5 billion - Cohan says Musk has not yet filled the full equity commitment. Remaining equity gap: about $14 billion - The unresolved amount Musk still needs to secure. Margin loan commitment tied to Tesla: $6.5 billion - Mentioned as part of the proposed financing structure, though Cohan says it does not yet exist in practice. Senior secured debt financing: $12 billion to $14 billion - Cohan says these lenders are more likely to fund because Twitter has assets to collateralize. Breakup fee: $1 billion - Potential cost Musk may owe if he walks away, though the speakers debate whether it could rise in negotiation. Twitter revenue/EBITDA proxy: $1 billion EBITDA (estimated) - Used to frame valuation multiple concerns. Implied valuation multiple: ~44x EBITDA - Calculated from a $54.20 price versus roughly $1 billion of EBITDA. Private equity multiple ceiling: 11x to 12x EBITDA - Cohan contrasts Musk’s bid with typical high-end PE valuations. Puck ownership model: Owned by its writers - Briefly discussed while introducing Bill Cohan and Puck.

Pivotal Quotes: "The market is anticipating him actually being childish and asking for a price cut." — Bill Cohan: Cohan’s view that investors expect Musk to renegotiate down rather than close at the original price. "He’s looking to get the hell out of Dodge." — Host: The host argues Musk wants out entirely because of the drop in Tesla and his personal wealth. "Everything is a negotiation, even a signed merger agreement." — Bill Cohan: Cohan’s core framing: the contract matters, but practical resolution will likely come through bargaining.

Implications: Listeners should expect a negotiated settlement, not a clean legal victory: likely a lower price, a larger breakup payment, or a messy exit. The episode suggests Musk’s reputation and future deal credibility are now at risk, and the case could influence how seriously future bidders view merger agreements.

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