The date seems to be "June 29th 2013", which is a Saturday. It has to be something to do with the connectivity package, like any good drug dealer they are giving us a "taste", to hook us in, then we'll have to start paying for it
the iPhone and Android remote aps where just released, and the car needs data connectivity to keep them working. Based on VINs we are seeing, they have nearly 5,000 cars already produced, the connectivity charges are starting to add up, we are going to have to start paying sooner or later. I'm guessing June 29th, 2013 is just as good a day as any for that.
I'm guessing since Tesla is such a classy operation, they are going to integrate the extended warranty, service, and payment system for the cars connectivity to a new web portal where you can manage/order/pay for all of that. How's that sound?
One more thing: it's will be exactly a year since they starting manufacturing the Model S, that plays into it as well, somehow.