Branding matters, as people do tend to buy the image almost as much as the capabilities.

Musk is inextricably tied to Teslas brand.

All good when he was ‘space Howard Hughes (pre-hypochondriac shut-in)’, since that brand resonated with people with money who were going for the ‘better future’ image.

Now his antics remind everyone of their asshole racist uncle that they can’t stand. Not a good brand association, as asshole racists uncles aren’t as popular with those with a lot of money.