This is one of those crazy big news stories that got buried under a mountain of garbage yesterday. It’s incredibly important news though and we are into it. Elon Musk, X and Rumble are going to war against censorship and suing GARM. Now, what is GARM and what does this have to do with censorship? Funny you should ask.

GARM is The Global Alliance for Responsible Media (GARM) describes itself as a “cross-industry initiative” started as part of the World Federation of Advertisers that, according to a spokesperson, “was established in 2019 to help the advertising industry address the challenge of illegal or harmful content on digital media … In a nutshell, they control the vast majority of advertising dollars. Some estimate as much as 90 cents for every advertising dollar. And if GARM doesn’t like you, or your message, or whatever, they can potentially choke you out financially. That’s where Elon Musk comes in. He has some deep pockets and can afford to sue. Elon can fight the good fight. And settle things in a court of law.

Here’s Jeremy from The Quartering with more in-depth coverage.