Good day,
I wanted to make a recommendation that is based on a few assumptions so if you are not doing updates at all like this then it would be nice to know a bit more clarity on how that works, but anyway, here goes.
We (I am referring the to collective owners group here) are aware that you *can* rollout updates immediately to all users if you choose, as we saw this happen when the change was made to temporarily disable the auto-lower in the suspension last fall.
We are also aware that you know what version everyone actually has, because there is a lot of evidence to suggest selective update pushes to people with specific firmware. For example right now with the version 6 > 1.65.13 to 1.65.15 update everyone who is already on version 6 seems to be getting this update before you proceed with new owners coming up from version 5.x which we all suspect was initiated by the potential for cars to not turn on after getting the update.
Finally it seems that you do your updates in a staggered method, picking seemingly random users, in order to slowly penetrate the entire ecosystem allowing you to halt an update should a major issue be discovered. Basically it takes doing a pilot group to a whole new level.
So my recommendation:
If you will not increase the number of people in your private "closed" Beta, at the very least make a voluntary "pilot" group. My impression of the community is there is three camps of people. Those who want every new update as soon as they can get their hands on it, those who just want everything to work and don't care about when they get the update, and the people who just don't care at all either way. So use that first group to your advantage.
Make a voluntary opt-in pilot group for people who will always be the first to get a public release of a firmware update to act as your secondary "beta" group. Put a disclaimer on the sign up for this that you accept that you might get software which is not without bugs, etc... and then use that as your initial rollout group (or groups).
From my understanding you do releases in groups of about 2k each, if you want to keep this at this pace, even if you get more than 2,000 people to sign up you can just front load this list of cars. You can make the sign up for this in "My Tesla", so you will have an easy interface for people to sign up and can offload that into a database backend.
Anyway, just an idea, because I see a ton of frustration from both sides, people that are upset because their cars don't work correctly, and people that are upset because they hate waiting for the updates. I think you can make both groups much happier and help avoid people being forced to drive over to the service center to jump the line in the update process, which ends up eating up your service center workers time just for a software update (which I totally think is awesome that they will do this, so don't punish them for that).
Thank you for your time, and sorry for the length of this email.
Happy Owner Since March 2014!