I think the goal is to turn the platform into a multi-function one, with financing, banking, investing, commerce, and video/audio for news, marketing, conferencing, etc. I think that was his plan for
x.com but the tech needed wasn't in place yet.
It's similar with Meta, e.g., Facebook with Instagram and Reels, etc.
The business part alone, with even something like B2B, might allow for more subscription and less reliance on advertising. Also, subscription or even ID verification might prevent 'bots.
One catch is that advertisers don't want certain content. For example, they don't want their promoted tweets shown alongside those showing dead Palestinian kids.