Matthew Hiller, who created the "I bought this before we knew Elon was crazy" sticker, expressed how his personal disillusionment with Musk's actions led him to cater to others feeling similarly embarrassed. He highlighted the increasing demand as many Tesla owners wanted to dissociate from the brand's current image: "Because I know I would want to sell mine immediately after I saw what he was doing."
Hiller's stickers went viral, illustrating how a community of Tesla owners is expressing their disappointment in Musk’s actions. He stated, "I would be selling five to seven a day... and then suddenly, there would be 50 a day because someone else talked about it on Reddit." This showcases the organic growth of a niche market around Tesla's branding issues.
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