Twitter was inconsistently profitable in the years before Musk bought it, but early on it was a universal loser, yes. (that's not uncommon for startups though)
Yes though, as I've said many times when conservatives complain about social media banning them or whatever it's their property and their choice. I'm not saying Musk doesn't have the right to make Twitter into a cesspool of Nazis, just that it's a dumb business decision because the users and advertisers don't like it. There's a reason he keeps talking about Twitter going bankrupt - he ruined the business!
Basic capitalism. He either is so dumb he doesn't get it or he doesn't care if the business succeeds and thinks right wing and Nazi propaganda is more important.