As you’ve no doubt heard by now, Donald Trump announced Wednesday night that he will be launching his own social media network, the embarrassingly named TRUTH Social. For those of you scratching your heads and wondering, But wait, didn’t Trump already launch a new social media company? you are likely thinking of (1) one of the right-wing networks tangentially associated with the ex-president, like Gab, Parler, or Gettr, or (2) something called “From the Desk of Donald J. Trump,” the blog that published Trump’s comments and was shut down after just a month because it had almost no readers.

Obviously, the lack of readers was upsetting to the former president, who spent much of the last decade tweeting every deranged thought that came into his head, from “I would like to extend my best wishes to all, even the haters and losers, on this special date, September 11th” to “NEVER, EVER THREATEN THE UNITED STATES AGAIN OR YOU WILL SUFFER CONSEQUENCES THE LIKES OF WHICH FEW THROUGHOUT HISTORY HAVE EVER SUFFERED BEFORE” to “An ‘extremely credible source’ has called my office and told me that @BarackObama’s birth certificate is a fraud.” Unfortunately for Trump, his ban from Twitter, on account of inciting an insurrection, remains in effect. Hence, TRUTH Social.

Like most Trump initiatives, TRUTH Social is incredibly cringeworthy and embarrassing. For one thing, before it even launched, per The Washington Post, patriotic pranksters were able to find a…

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