The article criticizes recent media coverage portraying Mark Zuckerberg as “cool” again based on his success with Threads and a shirtless photo he posted. The author argues that Zuckerberg’s photo looks like that of a middle-aged man cheating on his wife, and that Threads’ success is questionable given it is mostly used by journalists and brands. The author concludes that despite any business success, Zuckerberg’s role in Facebook’s issues make him unlikely to ever be truly “cool”, and urges journalists to stop describing him as experiencing a “Hot Zuck Summer”.
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