There are uncomfortably blurry lines between marketing, recommendation engines and NN systems that will probably be core systems.
With the current FB, Youtube, Etc... it's hard to really define where marketing begins and ends. As content recommendation and ad serving engines collaborate and converge...
I don't expect perfection from Musk, but it's easy to imagine he does most everything with good intentions, or at least no malice.
I'm a fan of anyone willing to go broke for what they believe in though and I do recognize his social influence is so strong that it would be very difficult for any human to handle that without getting a god complex.
The reverse, more worryingly, is also sometimes true.
I'm in the "hero" camp, yet I still made that comment about neuralink. I would probably be more shrill in my concerns if Zuck was doing neuralink. But ultimately, I don't think the individual matters much. The creepiness of social media ads and recommendations systems is mostly because of what those platforms are, not the individual publicly leading them.