The stunt with the car was genius.
Most demo flights carry concrete or water as ballast. Instead, Musk got free advertising for both his companies that may have a value that will pay for the development cost of the rocket over time.
The FH launch really took long chances, as well -- the side boosters were mismatched in that one was Block 3 and the other Block 4; the core, which is a new booster based on the Block 5, failed to stick the landing, but that probably shouldn't surprise anyone. :^) There are three launches scheduled for it, but seven are required for man-rating. And without man-rating, he and SpaceX ain't goin' to Mars.