If Tesla (EM) did not sell all that BTC, then it would be more accurate to say that it is an unrealized profit - and EM has stated that it has no intention of selling that BTC, although this may change at any time.
This lol. Technically, it really isn't considered as "profits" if the assets haven't been sold yet in the first place. It's quite misleading, but I guess Cointelegraph's goal was to make it misleading enough to trick people into talking about it, and here we are. 🤷♂️
Yep, it's just book value.
But teaching people this is really difficult. I recently had a case with a friend. He had bought Doge and in the meantime he had a "profit" of about 120%, but he had not sold and now stands at -10%. He complained it's not fair that all of his profit is gone now

I then told him there is no profit until you sell. So you never made a profit, and so you never lost a profit. He looked at me like I was out of this world.
Typical newbie mistake and they complain nor regret their action made that's why its good not to be greedy since market is not always shooting up, that's why sometimes newbie should realize that they should learn to take profit while they are in learning process yet and they do the hodl beliefs if they became a experience trader since for sure they will not complain about negative outcome on their decisions.