In 2018, the Boring Company began to engage in a number of marketing promotions and offered several types of promotional merchandise to consumers. To date, these have included hats, fire extinguishers, and "flamethrowers". The company began its consumer sales by offering 50,000 hats. When the hats sold out in January 2018, it began offering 20,000 "flamethrowers" for preordering.
The Boring Company's "flamethrower" was a blow torch shaped to look like a gun and is legal to use in all U.S. states except Maryland. The sale of the "flamethrower" attracted criticism, with politician Miguel Santiago seeking to introduce legislation that would ban sales of the device in California. In just a few days, all 20,000 "flamethrowers" were sold, but and subsequently updated The Boring Company website where it also states that it is the "world's safest flamethrower".
Unsurprisingly, the sale of flamethrowers was not without controversy, and after customs officials said that they would not allow any items called 'flamethrowers', Elon Musk announced on Twitter that he would rename them to "Not-A-Flamethrower". Musk insisted that "obviously, a flamethrower is a super terrible idea" warning people to "definitely don't buy one … unless you like fun". He said that the flamethrower did not shoot flames further than 10ft so it was "A-OK" with the US Bureau of Alcohol, Tobacco, Firearms and Explosives, leading some to speculate that it was a fancy version of a blowtorch, rather than a flamethrower.
Musk also announced separate sales of The Boring Company Fire Extinguisher, which he described as "overpriced... but this one comes with a cool sticker".
After a couple of days, the tech billionaire chief executive of Tesla, Space X and the Boring Company, tweeted that all the $500 flamethrowers were sold out and that “all flamethrowers will ship with a complimentary Boring fire extinguisher”. The flamethrower success follows Musk’s sale of 50,000 Boring Company baseball caps at $20 a piece.
Looking for the instructions?
Download here the Not a flamethrower manual (PDF).
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