I agree that at $5,000, it's at least somewhat in the ballpark of being reasonably priced. However the $10,000 option when buying new for what is ONLY A FRIGGEN SOFTWARE CHANGE is beyond ridiculous.
To be fair, though, it's not just a software update that Tesla is charging the $10,000 for.
They chose to put the improved hardware in all the batteries for their own reasons--probably to simplify manufacturing, and possibly based on how many people were ordering Ludicrous anyway. The $10,000 is actually paying for that hardware too.
It's similar to how the autopilot hardware is now being built into all Model S vehicles, whether people are purchasing autopilot or not. It can be turned on later if not purchased with the car. There is some cost to that hardware, so it wouldn't be correct to say that when Tesla charges $3000 to turn it on after the fact that is $3000 for software only. If you hadn't chosen to pay the $3000, you were getting the hardware for free, but not getting the ability to use all of it. With the battery hardware you're probably getting most of the benefits of the improved hardware whether you pay for the Ludicrous upgrade or not, but of course you're not pushing the limits of the new hardware the way you would be if you paid the upgrade price.
I'm pretty critical of Tesla on a number of things, and I think $10,000 for the Ludicrous upgrade on a new car may be too high a price, but calling it "software only" just isn't accurate, in my opinion.
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However I figure that there has to be some sort of OTA upgrade to get the P90D Ludicrous to make it's number. And am holding out hope that the same update will be available for P85D Ludicrous upgraders.
I agree. (What do you know!)
The big question, though, is how much the bigger (and different) battery in the P90D will affect the improved performance on both models. Since we know the motors are power limited, and we know the batteries are different, it is possible that there is something about the 90 that will allow it to work better with Ludicrous than the 85, other than just the additional battery capacity.