Lou Whiteman

And I think it puts Tesla on the defensive.

I mean, look, this price has always been just kind of a bogey that changes.

It was as high as $15, as low as $5 at various points.

This has always been aspirational, I think, to charge $8,000 for it.

We have a long history in the automotive business of things that are perks or safety features that just become standard over time, they become commoditized.

I think that's what's happening here.

Tesla is on the defensive realizing, okay, it's going to be harder to get $8,000 for this in the future, let's get what we can.

The $99 price point is an easier sell, I think.

I mean, John, I think I agree with you.

I mean, look, let's be honest.

Some of it's a parlor trick.

Most people, Travis, you may not know what your license plate is.

I don't either.

I take a picture of it when I need to pay something later.

But I do know what kind of car I have.

And I can Google and search right now best tires for a Honda Insight or something like that.

So, you know, whoop-de-doo.

But like John said, Google is playing to its strength.

It has been spying on my email and my photos and everything to suggest products forever.

This is just a natural extension.