Much of the hostility between Twitter’s Elon Musk and Meta’s Mark Zuckerberg ahead of the launch of Meta’s Threads tended to combine toxic masculinity with ego-fuelled bravado, epitomised by the cage-fight challenge. In the world of social media – or should that read anti-social media – the battle has since become pretty serious. Zuckerberg’s Threads breached the 100-million sign-up mark within five days, the fastest-ever growth rate for an online platform. It’s early days, but the two microblogging platforms look well set for a proper heavyweight bout.