It really fits well with their image of an agile tech company producing car from the future. Also they need those software upgrade as it buys them some time to

It really fits well with their image of an agile tech company producing car from the future. Also they need those software upgrade as it buys them some time to focus on new car model rather than replacing existing one. Tesla is still a tiny player in the car business and at some point a big brand will enter its market in force. They need to be bullish to maintain their image. That said, their PR has always been overreactive. Remember all the dirt they thrown at people reviewing their car. Or how they came hard on people with their burning Tesla. Those were unnecessary "dickish". If Tesla has some actual blame to take, the tone set by their PR people is going to seriously backfire.