Tesla’s diner is well suited for those fans in so deep it’s “like a cult,” Greenspan says—but the goal is to feed something bigger. “What makes a diner is hospitality,” he says. “It needs to feel comfortable, welcoming, and that’s really hard to do in a quick-service environment, especially when we’re serving you in your car.”

It's a good thing that the richest man in the world is behind it, because it's going to lose A LOT of money' one furious visitor wrote on Yelp after visiting the diner and hating it

The throwback drive-in, conceived years ago when the world's richest man was still a Los Angeles hometown hero, bows in a radically different era.