The Tesla marketing strategy worked perfectly on me. I originally planned to get the 40 kWh battery/tech package/air suspension/textile seats when I made the reservation to keep the price within reason (the air suspension is a requirement because we have a really steep driveway and the tech package was also on the must-have list since I swore I'd never buy another car without a good built-in nav system). But the more research I did, the more I thought about it, and the more I talked it over with my wife, the more I realized the 85 kWh battery was really what I needed to get the most out of this car. And once in "go big or go home" mode, the sound package and leather seats quickly followed. Now I enter the next phase of waiting . . .