Any business venture involves some degree of faking it until making it; a company must stake out a vision for something new, then go out and make it real.
The gap between the promise and delivery then becomes a barometer for the company's credibility. As I covered recently, Tesla's hotly anticipated solar roof has, thus far, remained more in the realm of promise than delivery. The product Elon Musk originally showed off to investors turned out not to be real, and Musk lately revealed that the units his company supposedly had been installing for the past three years weren't really up to snuff. Now Tesla has jumped to Version 3, and it's great, if you trust the company line.