I didn't realize he borrowed it. I thought it was his money.

I thought he took it private, so he owns it in his own name. So he would not have a fiduciary duty to extract maximum profits like he would have if it were public.

I don't follow him and rarely use Twitter.

Must have missed that Tweet. I'm not following this religiously.

I haven't heard about him wanting to increase ads. And I don't think I like the idea of ads feeling like content, unless that means the ads will be taking a less predatory form, and therefore feel more genuine, but that's certainly not going to be the case.

Thanks to taking it private, he doesn't have to worry too much about profits. So he is probably going to reduce the profit margin by a bit. Also, it seems he is interested in cutting some fat from operating costs, so maybe that will help out too. So long as we see fewer ads, I'm all for it.

Accepting a counter offer is rarely good. Now your company knows you wanted to leave and are liking looking for or grooming your replacement. Stay on your toes.