Tesla resorted to all sorts of "field of dream" stuff to literally create the market. Things like the Supercharger network where people bought Tesla's with faith that the Supercharger network build out wasn't just fluff. Elon also hyped things like FSD well beyond what the capabilities were.
Tesla also created a very different kind of car than other manufactures, and how the vehicles were sold. They did thing like OTA updates to update SW/Firmware which gives the customer the day before Christmas feeling of a highly anticipated update dropping. Plus things like Mobile Service saves the customer from a lot of hassle.
Tesla innovated in a market that was rather stagnant. It created new expectations for customers.
I got my Rivian because I wanted a Tesla like experience with a true 4x4 adventure vehicle. Rivian literally copied from Tesla's playbook, but without that whole full self driving thing.
I don't know if Rivian will be successful long term, but I do know there is a lot of demand. I didn't feel a lot of desire to get a traditional automaker BEV because they lacked a lot of what I was looking for.
If Rivian fails its going to be one of those "you only had yourself to blame" kinds of things. An example of this is when they did the massive price hikes for everyone then within 24 hours or so they reversed that policy for reservation holders. But, it didn't change the market price of the vehicle so all they ended up doing was handing reservation holders massive profits if they flipped their vehicle. If the market says your truck is $100K then its a $100K truck even if you only paid $75K for it. Once your spouse finds out good luck trying to keep it.
There is so much potential in the BEV market especially with Trucks, and SUVs. I personally was a bit tired of EV sedans as I already had two of them.