I keep calling it Twitter, and urge everyone else to do so, because "twitter" is a better search term than "x", especially if you are using a search that doesn't let you specify word match.
Sorry, but I use a search engine where I can specify "site:x.com" for example, or better yet, "site:m.xkcd.com", and it shows me exclusively results on that site’s domain, rather than clumsily trying to pretend with a content keyword.
X.com is distinctive and unambiguous. Wikipedia has entertained at least 12 proposals to change the article name; 100% of them have failed, and they are issuing 3-month moratoriums on discussion now.
Honestly the new name is a bit of a prank on porn addicts. If someone is watching over your shoulder while you try to type "x.com" into the URL bar, autocomplete may reveal how many other sites begin with "x" that you’ve visited lately.
That's fine when you are searching for things on x.com.
But what about when you are searching a comment thread on another site to try to find a comment you remember where x.com was mentioned? The comment is probably not going to say "x.com".