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After years of bad press and scandal, Mark Zuckerberg is seeing his reputation spruced up in the fickle world of tech, largely thanks to the increasingly unpredictable behaviour of Elon Musk.

Always bubbling just beneath the surface, the on-again, off-again rivalry between Musk and Facebook creator Zuckerberg has boiled over with the launch of Twitter-clone Threads.

Meta's new app has provoked the Tesla titan to sue Zuckerberg as well as unfurl a spate of potty-mouthed trolling on Twitter.

"It's definitely unique to see two people, who obviously are just ungodly wealthy, be in this kind of grudge match," said Andrew Selepak, assistant media professor at the University of Florida.

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