By the way, to be clear on the moonshot reference, I don't have a problem with Tesla promising the moon to investors (within law and common public company practices, of course). Investing is about risks and rewards. That is perfectly fair. Keep promising the moon to investors, to your employees, in your PR, by all means. I can be a fan of that.
However, selling to consumers has no such risk-reward spectrum. Especially once you take their money, you can't just dismiss and excuse things with a moonshot. The very simple cure for this is, stop taking money for things you can't guarantee will come out as you say.
I've said it time and again:
What if Tesla had simply sold AP2 hardware, in October 2016, with Design Studio continuing with the AP1 Autopilot option and nothing more than a disclaimer of saying this feature will be enabled in, say, 6-12 months (or even a more conservative number). That would, of course, still have been taking some money in advance (for AP1 parity), but it would have been a reasonable compromise given Tesla's situation - stopping selling Autopilot 1 would probably not have been an option. All people would have been promised and sold would have been the same AP1 that was selling at that time.
How would that look, today, 13 months later? Not completely optimal, but still heck of a lot better than comparing EAP/FSD promises with the reality of AP2! And it would have been logical: Tesla would have basically kept the Design Studio and the car's currently sold features and options the same as they were in September 2016, while just changing the underlying hardware from AP1 to AP2.
They could have talked moonshots outside of the sales equation and never made any promises on that to the buyer on that level. Or at least never taken their money for it. Then once they were ready, they could sell it as a priced software update. Tesla and Elon could still have done everything else, but just refuse to take any consumer's money for it.
You can combine moonshots and ethical selling. Seriously, you can. Unless you want to use the moonshot as a quarterly demand lever.