ALT Text from Wired article: "X’s lawsuit contends that advertisers in the past had to individually strike deals with social media companies to set boundaries around what types of content they would sponsor. Through GARM, advertisers have been able to aggregate their power, establish industry standards for content moderation, and enforce them. In X’s view, GARM now has too much say over the content social media platforms may allow. “In a competitive market, each social media platform would set the brand safety standards that are optimal for that platform and for its users, and advertisers would unilaterally select the platforms on which they advertise,” the complaint states. “But collective action among competing advertisers to dictate brand safety standards to be applied by social media platforms shortcuts the competitive process and allows the collective views of a group of advertisers with market power to override the interests of consumers.”