Tesla's Make-or-Break Cybercab Had a Quiet Debut

An invite-only event in Austin, Texas, kept online fans in the dark for hours. A Tesla launch event tends to cause a hoopla. Fans crowd into an event space; loud electronic beats are the warm up act. Finally, the star himself, the ringmaster of this electric circus, CEO Elon Musk, emerges to a roar. There are demos, powerful verbs, and sometimes, a "one more thing," a last-minute surprise product unveiling.