When I worked at Texas Monthly magazine, there was no surer way to capture a reader's attention than to put Willie Nelson on the cover or in the headline. It seems WIRED's version of the Red-Headed Stranger is one Elon Musk. This year, the Tesla CEO (probably better known as a hat salesman) finally launched the car company's Model 3 and unveiled an electric big rig to much fanfare—and to much interest of the WIRED audience. But it wasn't just Tesla dominating the headlines.