You appear to be conflating CertainTeed with GAF. CertainTeed sits flush with the surrounding tiles because it replaces normal tiles (see https://www.certainteed.com/solar/products/apollo-ii/; the solar tiles are installed directly onto the roof sheathing, i.e., the same layer that normal shingles would be installed onto.) They can be installed over the entire roof, but CertainTeed doesn't recommend that (see their brochure; it must be something they get asked about frequently due to Tesla).
GAF's panels (the 2nd picture) sit on top of the normal roof.
Tesla's Solar Roof is a roof and has a single look. It looks like a roof, not a solar panel installation.
CertainTeed is clearly an add-on. Maybe less ugly than regular solar panels but you can see that solar tiles are different than the rest of the roof.
DeSol is less obvious but also have the "solar panel" look.
The innovation in Tesla's product is that you can't tell it from a regular roof.
Maybe the reason such product didn't take off yet is because no-one did it well enough.
It remains to be seen if Tesla's product will be successful but it's clearly a unique offering at the moment.