I think it's strange that they added a price for "roof" in the quote. That's the only way they are making this make sense. However the price of "roof" is not really separable from the cost of a house from a home builders perspective. The price a home builder (who is just paying people to nailgun shingles and lay the tar papers down) isn't even paying $10k for the roof, more like 2k of labor and 3k materials. If a home builder wanted to make solar a standard option they would similarly be looking at alibaba listing of 10 300W panels for $850 and probably another $15k for 40 lead acids, grid tie, inverter, charger, and possibly $3k labor. So a home builder is going to save $60k (but probably add $30k to the home price).<p>I think home builders ought to just directly compete with this and cut tesla out from the get go.