Because they built a car that people lust after. Breaking it down: Exciting, classy exterior shape Retracting door handles Giant touch screen World class cons

Because they built a car that people lust after. Breaking it down: Exciting, classy exterior shape Retracting door handles Giant touch screen World class consumer software UI Regular OTA updates Ludicrous mode Auto pilot Each of these is individually incremental-- the sum is amazing... just like the iPod and iPhone: there were many MP3 players already in the market and my Windows mobile 5 smart phone worked pretty well - but nobody lusted after those things.