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Perhaps I am insufficiently familiar with the ventures of Elon Musk, but doesn't he mostly make advanced technology for rich people?

Improved energy and transportation tech will do all of is a service. Right now he's making tech for rich people because the margins can be high enough to fund extensive R&D which will then be used for more universal needs. Tesla is basically a battery tech research company that makes cars to fund itself. This will be clear in the coming years as every other company has to rely on Tesla's batteries because no one spent as much money researching them.

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