Some members are eager to settle so the lawsuit disappears and distance themselves from Musk, apprehensive about how his accusations play out in the fraught debate over corporate expressions of progressive values - especially in light of the uproar over Bud Light's association with a transgender influencer.
Other members are determined to stand firm, fearing the dangerous precedent that would come from the world's biggest advertisers bending to the whims of a politically divisive billionaire.
That all changed when X announced that Unilever had been dropped from the lawsuit - seemingly fracturing the WFA's united front.
X's communications team certainly implied a settlement in their commentary on the announcement. They said X had reached an agreement with Unilever and was pleased 'to continue our partnership with them on the platform.'
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