It’s official. Tesla has returned its first profitable quarter after 10 years in the business, following promises that it would be in the black in 2013… details here

What’s really official is that Tesla is cool, and because it’s cool the closing remark of the article makes sense: Musk also quipped, “Apparel sales are going really well.”

Cool brands make a boat load on people willing to pay them to wear their brand.

Why?  Because the apparel shows they are part of a tribe, it shows what matters to them individually and that apparel is a reminder that they’re part of something special.

Now that’s chill.