I also thought about Tesla's problem, which is interesting: No recognition whatsoever.

This, I think, is critical. If you are in Austin, it is impossible not to see Waymo's driving around seemingly everywhere. You see them, watch them interact, interact with them (crossing the street, etc.) and start thinking "I have to try this".

I have no clue if there are Tesla robot taxi's driving around Austin. Why? Because I can see Waymo's on the road a block away and recognize them due to the very visible hardware stack they carry. Tesla's? They all look the same. no clue what a Tesla autonomous vehicle might look like, much less see them in action and watch them navigate traffic at a distance and close-up.

So, for a few days, the thought was "I have to ride a Waymo" and Tesla did not even remotely own any part of that sentiment.

They have a big problem. It's the lack of non-trivial physical branding.