I mean, how many ways can you style an X?

Maybe they need a new mascot now that the bird is gone. How about a hamster? They could call it Xhamster.

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The Internet is for Porn! 🎶

They do that to let search engines index their articles. Then they switch on the paywall an hour later or so but still get a lot of traffic (which is good for advertising) when people click on the link on Google etc.