The basic question with a new car like this really is something along the lines of “what is it?” Because the brand is new and the technology is new and the platform is new, consumers don’t have a basis for setting their expectations. You might not think that is a problem, but in our observation almost everyone imagines something about every new car regardless of his or her fact base. Get those expectations wrong, and you can be disappointed by a gem, simply because it didn’t fit with the concept in your imagination. To align expectations with reality, we think an understanding of the Model S is helped greatly by looking at the goals and decisions that the Tesla team had to make.