I don't follow Musk's personality foibles closely at all, but from what I have seen, I get the sense that profit is not one of the things he ties closely to his aggrandized self-image. Wealth, yes, but only in the sense that it is for spending to do great things, even if the profit isn't there, like "protecting freedom of speech" (there aren't enough quotation marks in the universe). I.e. Tony Stark, not Gordon Gekko.