Very astute point u/Effective-Dig8734, but not quite the gotcha moment you might think. He's the CEO of both companies. If you think that Musk's personal brand has no bearing on investment in his companies, then I don't know what to tell you.

It's not meant to work, it's just a marketing stunt. Elon needs huge amounts of capital investment in order to continue building spaceX and so every few years he'll whack out another science fiction company to woo investors (and his adoring fans on reddit) in order to create the illusion that he's some kind of Tony Stark and investors don't get fed up of the lack of returns and continue to keep his companies liquid.