It's strange alongside, that he's doing it as part of a new company. I realise it's due to his ongoing squabble with Tesla over this $50billion payout he still hasn't had... but can you even imagine the CEO of any other company doing that?

CEO: "Hey, so there's this thing about the product that I've been hyping as the killer widget it'll get, ohh for about ten years now. Well, we still didn't manage to solve the widget problem, so I'm going to start a new widget company that I own so I can sell us the widget."

Shareholders & Board: "You're doing what??!? That's the most illegal thing we've ever heard!"