Tesla vs. Target: Which CEO wrote the better transparency letter?

Generally speaking I think this is actually backward they are moved by feelings then use the facts to back them up. Just look at the best sales technique (across industries): Telling a story. The "feelings" angle is actually much more powerful for PR activities.

The Tesla response was, as the author points out, for "Tech savvy people" - the kind of people who would or would nto buy a tesla.

This is comparing messages that are targeting the median customer of two different core markets: tech savvy early adopters vs mid-range product consumers (there are undoubtedly overlaps between Tesla customers and Target customers). These messages probably separately work great for their target market.