Elon Musk, billionaire tech boss of Tesla and SpaceX, launched the tunneling venture The Boring Company to dig under Los Angeles and provide an alternative to traffic congestion.

Musk has been funding The Boring Company with money raised by selling company merchandise. First, he sold 50,000 hats (at $20 each, bringing in $1 million). Then he sold 20,000 flamethrowers (at $500 each, bringing in $10 million).