I think there's a fair argument. The biggest companies often morph between categories. Apple started as a time company, somewhere became a meaning company (late 90s), and now I think is back to a time company mainly. Brand still matters but the more widespread a brand the less power it has to convey meaning because it's so commonplace. Meaning companies have a hard time maintaining on mass adoption. Tesla has some meaning qualities, and arguably had that as maybe its core before. I think looking forward Tesla needs to really solve the money problem to stand out and reach its potential