My thoughts are generally in line with the conclusion. The growth in the rooftop solar market has come from right-sized installations that can be put up in a day or two by a small crew. Minimizing crew and paperwork costs is important when quoting solar competitively; plus it reduces the complexity of operations at headquarters.
Cheaper installations generally win, especially when the homeowner receives a credit on the install for its projected or actual power generation (only federal credits tended to scale proportionally to the install cost.) This cost pressure has been hard for premium flat panel installers, which are in turn cheaper than Tesla was.
As acceptance of rooftop solar has grown, comfort with its aesthetics has also increased, reducing the need for solar that hides its nature.
Cheaper installations generally win, especially when the homeowner receives a credit on the install for its projected or actual power generation (only federal credits tended to scale proportionally to the install cost.) This cost pressure has been hard for premium flat panel installers, which are in turn cheaper than Tesla was.
As acceptance of rooftop solar has grown, comfort with its aesthetics has also increased, reducing the need for solar that hides its nature.