When a SpaceX rocket explodes, they call it an “anomaly”

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SpaceX tested its crew capsule’s abort system on Saturday and it exploded. They described it as an “anomaly.” Is that accurate or misleading? SpaceX designed the crew capsule so it could send astronauts into space (so far it has only carried cargo). The system it tested on Saturday was for the “inflight abort” — a … Continued

The SpaceX Tesla and the military parade are both legit branding exercises

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Yesterday, we learned about two promotional stunts, one executed and one planned. Elon Musk launched a Tesla Roadster into solar orbit and word leaked that Donald Trump and the U.S. military were planning a massive military parade. These are both branding exercises. What do they say about the brands they reflect? Sports cars in space … Continued