Elon Musk’s X (formerly Twitter) has launched a marketplace where inactive user names can now be bought and sold, generating controversy. The platform’s new system allows users with Premium Plus or Business subscriptions to purchase these usernames at prices reaching a million dollars for rare handles. This move aims to generate revenue for the platform while also bringing about changes in digital identity ownership. While this offers X a potential source of income, it has sparked debate surrounding transparency and potential bias. 30-day free access is offered on Priority Handles, with these becoming inactive after cancellation if the user subscribes, marking an alternative rental model. For Rare handles, price ranges vary depending on demand, but all are sold permanently without resale or transfer options. This system aims to eliminate unofficial sales of usernames and control their distribution within X’s platform. However, critics argue that this raises new questions about ownership, especially in light of past incidents where inactive usernames were withdrawn without proper compensation. Concerns also center around the lack of transparency in the decision-making process regarding user account deactivation criteria and pricing models.