Elon was irritated that he was behind in the AI intellectual property race and this narrative created a perfect opportunity. Not surprised in the end. Tesla effectively did the same thing - "come help me save the planet" with overpriced cars. [Edit: Apparently Elon has left OpenAI but I don't believe for a second that he will not participate in this LP]
You are helping the planet if those customers would've bought ICE luxury vehicles instead of BEV luxury vehicles. I'm not sure BEV could be done any other way but a top-down, luxury-first approach. So, what exactly is your gripe there? Are you a climate change denier or do you believe that cheap EVs were the path to take?