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Elon Musk and the Kingdom of Bull


You’ll be able to name Elon Musk numerous issues. Agent of chaos. Savvy investor. Obsessive workaholic. However the tech-industry analyst Benedict Evans has a unique suggestion. He calls Musk a “bullshitter who delivers.” I’d go even additional: Musk exemplifies a brand new form of bullshitter, one we haven’t actually seen earlier than. Name it the “bullionaire,” perhaps: an uncommon purveyor of childish jackassery, whose unfathomable wealth makes it attainable, and even possible, that he’ll perform even probably the most ridiculous plan.

Musk didn’t begin an electric-vehicle enterprise, however the one he muscled his means into, Tesla, turned probably the most helpful firms on Earth final July. As soon as in cost, he determined that “CEO” was a silly title and made himself the “Technoking” as a substitute. From that throne, Musk oversaw the manufacture of far fewer autos than Ford, an organization price one-Sixteenth as a lot (and which Musk as soon as in comparison with a morgue). Musk additionally is the CEO of SpaceX, a non-public firm with a powerful fleet of reusable rockets that land upright similar to they take off, as in an episode of Johnny Quest. His capability to rule such a corporation could be defined partly by the technoking’s declare to have beforehand been an alien. Musk turned so involved that superintelligent machines—one other form of alien, actually—would possibly overtake humanity, he dedicated  tens of millions to defend towards their rise.

In the future in 2016, Musk received irritated at visitors. “Visitors is driving me nuts. Am going to construct a tunnel boring machine and simply begin digging,” he tweeted. “It shall be known as The Boring Firm.” That will have been a humorous joke if he hadn’t truly began an organization by that title and secured contracts to bore tunnels beneath precise U.S. cities, similar to Las Vegas and Miami. The tunnels carry—get this—Tesla autos, which create visitors jams when sufficient of them fill the tunnel (which is absolutely simply an costly street).

The Boring Firm additionally made a flamethrower. Which isn’t boring, I suppose. Seeking to pay for his subterranean-car-tunnel enterprise, Musk remembered that the 1987 Mel Brooks movie Spaceballs made a joke about funding its manufacturing through gross sales of swag, similar to lunch containers and flamethrowers. So he made flamethrowers—barely authorized, as a result of they “solely” ignited a wall of fireside as much as 10 toes. Quickly after, on Twitter, Musk denied a “rumor” that he deliberate to fabricate, Uruk-hai-style, a zombie apocalypse to spur demand for mentioned flamethrowers. All 20,000 models bought out.

When Musk does issues, they have an inclination to begin with tweets. In 2018, the identical 12 months he made flamethrowers, Musk tweeted that he had “funding secured” to take Tesla non-public at $420 a share (it’s a pot reference, when you didn’t know). The inventory was buying and selling at round $360 on the time, making the doobie-smokin’ worth a considerable premium. The plan tanked, the inventory dropped 100 factors, and the U.S. Securities and Alternate Fee investigated Musk for securities fraud. Finally, he agreed to pay $20 million, and Tesla itself needed to pay the identical. At present, correcting for a five-for-one break up, TSLA trades on the equal of greater than $5,000 a share. The corporate is price $1 trillion.

All that wealth impressed extra deeds, and extra tweets. This 12 months, Musk determined that he appreciated tweeting a lot, he wished to purchase 9 % of Twitter. So he did, as a result of it value solely a pair billion {dollars}, and he has roughly 270 billion of them. The issue is, he was purported to file a disclosure with the SEC as soon as he handed 5 % fairness within the firm, and he delayed doing so by a couple of days. The inventory rose by virtually 30 % when the information received out—which additionally meant Musk had saved a bunch of cash by submitting late. Musk was going to hitch the board, then he wasn’t, then it got here out this morning that he supplied to purchase the entire firm for $43 billion in money (once more, he’s received some huge cash).

Elon Musk says or does absurd and even silly issues, however then these absurd and silly issues find yourself paying off.


The thinker Harry Frankfurt wrote a well-known article about bullshit within the Eighties, which turned a bestselling 2005 ebook known as On Bullshit. Each bullshitters and liars try to get away with one thing. However not like the liar, who demonstrates an consciousness of and concern for the reality with a view to evade it, Frankfurt argues that bullshitters simply don’t care about fact in any respect. As an alternative, a bullshitter strives to realize their objectives, no matter these objectives are. For a few of them, that quantities to listening to themselves speak. For others, it entails deception and even fraud.

At first blush, the Muskian selection appears to be like very completely different. He doesn’t appear to be a person who’s detached to the reality a lot as one who’s passionately dedicated to the act of blowing raspberries. He named the fashions of Tesla S, 3, X, and Y, a leetspeak rendition of attractive. He made a pot joke about taking the corporate non-public. He joked (perhaps?) about renaming Twitter as “Titter”—you understand, like boobs?

However his raspberries serve one other perform: They replenish a flotilla of trial balloons that, certain collectively by his wealth, can carry a home into the sky. Cash talks, and bullshit floats. That’s how Musk turned a dumb pot gag right into a authorities investigation right into a hundred-billion-dollar payday. It’s how he received all of Twitter’s energy customers to just accept that he was their new overlord this morning. Musk is detached to the reality as a result of he has dominion over it.

Having a billionaire bullshitter fills a wierd sausage roll of emotions: awe, jealousy, inspiration, terror, irritation. Prefer it or not, Musk actually did make electrical vehicles viable and fascinating. He actually did assist inaugurate a brand new age of personal aerospace. He actually did make considerably badass flamethrowers that he actually bought and shipped to individuals who watched an excessive amount of G.I. Joe within the Eighties.

Musk’s schtick works as a result of he’s the weird, unfathomably rich one that truly spends very massive quantities of money and time on random issues. Most billionaires are boring. They hoard wealth after which offload it right into a household basis for tax advantages and everlasting glory, or they push it into hedge or enterprise funds. They keep away from the highlight. Some pursue flights of fancy, as the opposite billionaire-begun house start-ups present. Others pursue Carnegie-style philanthropy, dressing energy within the vestments of generosity.

However Musk seems to goof round. He does regardless of the heck he desires, nonetheless silly it could be. In a world the place a lot wealth is concentrated within the palms of so few, that stupidity could be a kind of consolation. What would you do when you have been that rich? The numbers say: nothing fascinating. You’d use the cash to make more cash. At the least Musk is having an excellent time.

However a bullionaire can also be terrifying, since you simply don’t know what he’s doing subsequent. The anthropologist David Graeber, in his 2018 screed on bullshit jobs, argued that work loses which means when there’s a spot between its pretense and its actuality. For most individuals with such jobs, the hole arises within the employee’s personal thoughts. Retailer greeters or telemarketers would possibly know that their job is ineffective and even actively dangerous, however they need to faux that it’s not with a view to get via the day, appease their boss, and make a residing.

In Musk’s case, that anxiousness is outsourced to all the remainder of us. When Musk tweets a joke, it may also be an precise plan that he intends to hold out. He could not even know whether or not that’s the case, however his preposterous wealth and predilection for threat at all times depart the choice open. A much-less-massively rich however very bizarre particular person similar to Peter Thiel makes threats and plans in secret. That feels worrisome—what’s he as much as? The bullionaire hides proper out within the open. That feels even worse. (Vladimir Putin, whose wealth is unknown however has been speculated to exceed $200 billion, is one other, completely different form of bullionaire—one with graver whimsies.)

On this sense, Musk has launched a brand new tenor to bullshittery, one which Harry Frankfurt didn’t anticipate. Most bullshitters can’t shut the hole between pretense and actuality even when they wished to. Bullshit used to imply what’s neither true nor false. Now it describes a state the place something, irrespective of how absurd, has the potential to be true. Name your flamethrower man. Purchase a social community. It’s no huge deal—except it’s.



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