"This, then, is the ideology of Musk. And though basic, it's actually very rare. Think of the other names that one associates with innovation this century: They

"This, then, is the ideology of Musk. And though basic, it's actually very rare. Think of the other names that one associates with innovation this century: They're people who built operating systems, devices, websites or social-media platforms. Even when it didn't start out that way, the ideology in most cases soon became: How can I make my company the center of my users' world? Consequently, social-media sites like Facebook and Twitter use a number of tricks to activate the addictive reward centers of a user's brain. If Musk's employees suggested doing something like this, he'd probably look at them like they were crazy. This type of thinking doesn't compute. "It's really inconsistent to not be the way you want the world to be," he says flatly, "and then through some means of trickery, operate according to one moral code while the rest of the world operates according to a different one. This is obviously not something that works. If everyone's trying to trick everyone all the time, it's a lot of noise and confusion. It's better just to be straightforward and try to do useful things.""