The car is memorable and people will talk about it either way, whether they think it's cool or stupid
United Launch Alliance has proposed cost-reduction approaches utilizing inflatable decelerators, parafoils, and helicopters for mid-air recovery of rockets. Partial Rocket Reuse Using Mid-Air Recovery Mari Gravlee*, Bernard Kutter†, Frank Zegler‡, Brooke Mosley§ United Launch Alliance Denver, CO Roy A. Haggard** Vertigo Lake Elsinore, CA AIAA SPACE 2008 Conference & Exposition 9 - 11 September 2008, San Diego, California free pdf of full paper: https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=2&cad=rja&uact=8&ved=0ahUKEwi4xZef4L_ZAhWP71MKHVBWBTYQFggtMAE&url=https://www.ulalaunch.com/docs/default-source/evolution/eelv-partially-reusable-booster-2010.pdf&usg=AOvVaw0f_lVnTeLCE3dCv9nWl0LD
SpaceX is using some of the techniques that have been proposed by United Launch Alliance but using a ship instead of a helicopter to try to catch a fairing. Recycled SpaceX rocket boosts Paz radar satellite, first Starlink testbeds into orbit Stephen Clark February 22, 2018 Recycled SpaceX rocket boosts Paz radar satellite, first Starlink testbeds into orbit – Spaceflight Now excerpt: "The fairing “falls back from space at about eight times the speed of sound,” SpaceX founder and chief executive Elon Musk wrote on Instagram shortly before Thursday’s launch. “It has onboard thrusters and a guidance system to bring it through the atmosphere intact, then releases a parafoil and our ship, named Mr. Steven, with basically a giant catcher’s mitt welded on, tries to catch it.”"
SpaceX Payload Fairing Survives Despite Missing Recovery Net by 'a Few Hundred Meters’ George Dvorsky February 22, 2018 https://gizmodo.com/spacex-payload-fairing-survives-despite-missing-recover-1823240492