They're not competing against non-consumption. Tesla may well end up successful, and an electric car company could be disruptive, but I don't see their product strategy as disruptive. Sales, however, is a different kettle of fish, and I expect it to be what brings Tesla down. Car dealers are way, way, way too powerful for a boutique to take on. Look at how much was clawed back from GM by their dealer network when they were trying to kill their terrible brands.