https://www.bloomberg.com/news/articles/2016-10-31/no-one-saw-tesla-s-solar-roof-coming

This is another example of how a shift in thinking changes things.

Most car companies who tried to make electric vehicles went for low-cost to reach a mass audience. They failed.

Tesla took a technology company approach. The latest technology is a premium product that costs more. Think about the latest phone or laptop model.

The new Tesla solar roof appears to take the same approach –  mimic some of the most expensive types of roofing available so the margins can stay high.