I disagree with this article. Of course your messaging is going to be different when selling a pickup truck and a SUV. If anything I see commonalities between Model X and Cybertruck- both are unashamed with their design, even though it might be impractical to some, or ugly.

This reminds me of English class in high school where we were made to read into themes and "literary devices." A lot of times the themes were substantial, and the authors intended them to mean something and convey a message to the reader. But many times they didn't- we were tasked with finding a theme so we would look for anything that resembled narrative so we could finish our essay.

This guy is looking too hard.