It's schadenfreude. I think the Edison Truck guy is also a little bit of a jerk but I prefer how they're planning to do things - just make a hybrid version of a regular truck. You don't have to re invent every little bit of metal and computerize everything and make it into a privacy nightmare just to stick a battery into a vehicle

In fact the Toyota hybrids are quite similar to regular cars. Ground-up rewrites are great resume filler but there are other ways to innovate