What was the "proof of concept"? When Boring was first unveiled, it was sold not as a tunnel for cars to drive through, but a system that included "electric skates" and subway-car-like pods: https://www.youtube.com/watch?v=u5V_VzRrSBI
I doubt Boring would have gotten much hype at all if Musk had admitted up front that it'd be little different than an underground highway, something which people have been using for decades.