UNBOXED: Elon Musk's $20 limited-edition Boring Hat
Business Insider/Dave Smith
Almost exactly a year ago, on December 17, 2016, Tesla CEO Elon Musk was stuck in traffic and issued the following tweet: "Traffic is driving me nuts. Am going to build a tunnel boring machine and just start digging..."
And thus, The Boring Company was born.
There's still much to be done before The Boring Company can achieve its goal to vanquish "soul-destroying traffic" — you can learn much more about the company's advantages and obstacles here, as it plans to connect major cities with underground tunnels and superfast electric "skates" that can carry cars and people.
For now, though, The Boring Company's biggest opportunity, in the words of Yogurt (Mel Brooks) from the movie "Spaceballs," is merchandising.
The Boring Company only sells one product right now: A $20 black baseball cap with the company's name emblazoned on the front. Musk only plans to sell 50,000 of these Boring hats, but as of Tuesday, 35,000 hats have been sold. If you do the math, that means Musk and crew have netted a cool $700,000 from these hats alone.
If you're interested in buying one of these limited-edition Boring Company hats, or knowing what you get for your $20, take a look:
The Boring Hat arrives in a pretty boring brown box. So far, very on brand, Mr. Musk.
Dave Smith/Business InsiderAlas, there's no fancy box like you'd expect from an Apple product or other tech gadget. As you can see, when you open the box, you'll just see the hat inside. Again, pretty boring, but very on-brand.
Dave Smith/Business InsiderYep, no special packaging here. Super Boring™!
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