Elon Musk in June of 2016 when the SolarCity CEO asked for a discount: "Yeah absolutely. Go to TeslaMotor.com, buy the car online, and the price you see there is the family discount. Everyone gets a family discount."
About 45 days later, allegedly unknown to Elon Musk (lol), 95% of Tesla S's were being discounted $6,500-$10,500. Tesla's everyone-gets-the-same-price paradigm had been shattered to liquidate AP1.0 cars and hit a big Q3 number. Again, the founder of the company apparently learned this from his twitter feed two days before the end of the quarter.
Don't pee on my leg and tell me its raining. I love my heavily discounted, brand new Model S. But I'm also not drunk on the Tesla kool-aide.