Yesterday a close friend called all excited about the fact that he could purchase a M3 for such low price. I fully respect Tesla's prerogative to price their products as they wish. But, I must confess that my view of the company, as an owner, investor, and an academic economist has tanked. The reality is that, at least for me, one of the reason I purchased my car was the expectation that we were in part supporting the mission, and that this was a different type of car company. The decision to drastically lower the price, and most disturbing, lure people into buying EAP with the explicit promise that it would be more expense in the future, has left me very unhappy. As an investor, it strikes me (any obviously many others) as a desperate act. And as an economist who spends much of my time estimating price elasticities, it just seems like a bad business decision. If nothing else, it is very difficult if not impossible to accurately estimate the price responsiveness to such drastic price cuts. In any event, I strongly cautioned my friend not the purchase a Tesla, and as I started to list all the downsides, especially for those of us with only one car and who live in rugged winter climates, it was clear after my conversation that Tesla lost a sale. I don't say this out of a sense of joy, but sadness that the future for the company, and for my owners experience, is not a bright one.