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I couldn't manage to get these banners on my computer, but I'm pretty sure these are ads made by Tesla owners to feature their referral links.

I've made similar ads for Dropbox back in 2011 to gain free GBs of storage. It costs only a few cents to get clicks on the links and increase your chance to get credits/rewards.

I can't think of any other reason to pay for such ads (PS: I single-handedly managed Adwords campaigns of > $1M/y in early 2010's)

Well, if it is, whomever it is just got sent to the principal's office.

Interesting thing is when I bought my S, there was exactly what you were talking about. A banner advert with a link to Tesla which had someone's referral link. I did try the link and saw that it worked as you mentioned. I canceled the order as I had a referral link from a friend I wanted to use.