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My feeling is that Elon Musk knows that if he won't be super aggressive with regards to self driving, he will lose his business to Google - and the only asset Tesla has to win here is tons of drivers gathering data, which btw is an asset other car comapnies do have - so they need to offer something on top of that, hence the aggresivity. Quite sad.
Google already has this data - inside Waze. Tesla's new angle is to play the "one-stop-shop for Green living" card with the SolarCity acquisition. Trying to corner the market on batteries for EV and homes. We're going to need some way to power everything on Mars without Crude oil!
