Nobody would launch an actual payload on the initial flight, and they had to do 3 successful launches to satisfy the USAF´s NSSL requirements before they could launch very profitable payloads for them.

The Roadster was Musks personal vehicle, so Tesla didn't pay for that either.

SpaceX had to do those, not Tesla. These claims that Tesla doesn't have a marketing budget while it's sending cars to space are themselves marketing - you're supposed to believe they don't spend money on marketing.