I think they're trying to be a luxury brand (or even with Model 3 be that "fancy" mainstream brand). Luxury brands (like Lamborghini) often reward current owner

I think they're trying to be a luxury brand (or even with Model 3 be that "fancy" mainstream brand). Luxury brands (like Lamborghini) often reward current owners for loyalty. For example, some limited models are only available to those that already own several other cars by them. It also may push some more Model S and X's out the door?