Elon has some creative marketing ideas eh?
I'm far from being a member of the "Cult of Elon", and am not a SpaceX cheerleader, but I do wish them success.
Musk is very good at getting ideas, and starting a process rolling. At least it would appear that way on the surface. I wonder how many of his ideas have been shelved because not only are they not feasible, but not even desirable? Anyway, point is, he's a dreamer with a hefty sized checkbook. Throw enough money at something and the results can be often beyond expectations, even if you are throwing it into a money pit.
So long as SpaceX is privately owned, with no stockholders to keep happy, Musk can allocate any funds he wants to whatever he wants. And since he has that fat wallet and checkbook, he is either doing something right, or is very very lucky (or both).
He's not a very good public speaker, and he often says things that he wants, rather than things he has (or can maybe deliver on). He reminds me of Preston Tucker, only not as charismatic. The guy is clearly pretty smart, they don't exactly hand out PhDs in physics.
To get the cost of spaceflight down as much as he says will take a truckload of "ifs".