Some two months after Elon Musk closed his $44 billion deal to acquire Twitter, we’ve seen information leaks, layoffs at the social media company, and that day everyone thought Twitter was going to shut down, but it didn’t. With reports of hate speech on the platform rising, many brands are eyeing Twitter cautiously, with some suspending their advertising altogether. But through the Twitter tumult, there’s a larger, deeper question brands are confronting: should they even be on Twitter in the first place?