this post was obviously just satire. but, just so we're clear, Paul graham's article on this concept unequivocally says this is NOT how you build a start up.
yes, the masses just want signalling, that's why individual car models are not given their own model names. car manufacturers are just emphasizing their brands.
But the true enthusiasts don't care much for signalling or Brands but prefer the visual styling and the capabilities of the car.
It's way too easy to overspend on a car (almost any new car), that's definately true.
But, I think he meant in terms of car capabilities: features and amenities. They all have decent acceleration, AC, heating, windshield wipers, electric windows, defrosters and hundreds of other features, even on some of the cheapest cars (new cars). car capabilities are far greater than most people will ever use.