I think it is a cheap price. This is clearly not aimed at Joe Doe who just can't wait and considers a few bucks to jump the queue - this is aimed at automotive companies that want to benchmark/tear-down a Model 3. In fact, I would try to ask for half a million USD and if I were Tesla I would open an official "Benchmark a Tesla" programme and offer "no-wait but pay 1 Million USD for up to 5 benchmarking cars per car maker" to provide access to the Model 3. Maybe that way, Mercedes is not forced to cheat, lie and destroy other people's property for their own benchmarking purposes...
If I were GM, Audi, Mercedes or BMW, I would definitely pay such a price to find out if Tesla is full of it or delivers (and even more importantly HOW they deliver on their promises - at least GM has publicly declared that they have no clue how the Model 3 can be so affordable)