I was dead serious. Check out PriusChat and you'll find lots of us Prius owners who'd like a Gen 3 Tesla. We really don't care about performance, we're looking for pure EV at a good price and we have budgetary concerns. check out gm-volt and you'll find a good number of drivers who came from Beemers, drawn by the low running costs and the EV grin. If Tesla hits Gen 3 price targets they'll be able to draw up buyers and use up Fremont capacity, but if chargers are crowded and swapping costs twice the price of gas, a lot of those buyers on the value end are going to look elsewhere.
BMW sells 9k 3 series each month in the USA. Hybrid sales last month were a bit under 49k., and under 5k of those are cheaper than a Prius liftback. There's a good sized market waiting if they can make the system simple and keep the price down.
I see no reason to doubt that there is a number of Volt owners coming from BMW. However those must be a good bit less than 20k or 30k, that being the total sales volume. The Gen III is meant to sell in the order of 200k. So whoever bought Volts, Tesla cannot expect them to be the main customers of Gen III.
The situation with the Prius is more complicated. The Prius has been the main hybrid for a long time, but currently the spectrum of available hybrids is becoming larger, so I think that in the future, with more different types of hybrids, the intersection of those who are interested in the Prius and those who are interested in the Gen III will decrease, simply because of the different "type" of car they are.
While there doesn't seem to be a reason to doubt that there is a large number of Prius owners who are interested in the Gen III, the situation here is the opposite as with the Volt, they are selling in much larger numbers (millions worldwide), and the Prius is a very different type of car, in its character. When you are saying that the main attraction for Prius owners would be the pure EV nature of Gen III, I agree that the idealistic among the Prius owners, perhaps especially those going to forums such as perhaps PriusChat, may be willing to pay the (initially) higher price of the Gen III because of this reason, the ability to drive powered by sustainable energy. And I believe that for them the budget may be important. However, aside from the question of range, the Leaf to me seems to be a more similar car, so I'm not sure how many would be waiting for the more expensive Gen III, instead of buying a Leaf. And in regard to those who do, I'm not sure how many of them would make their decision dependent on battery swapping at all (except perhaps to have it as an option for rare cases). I'd expect them to be patient enough to be fine with SuperCharging in the first place, regardless of the specific price for swapping. As some do express here on this forum.
And I don't think Tesla would consider a swap price below $30, at this point. Although I do hope it will be lower than it currently appears. So in so far as Tesla is trying to attract Prius owners, I think they will try to do so mainly by offering a combination of 200+ mile range and "free" supercharging.
In other words, I think that in so far as you are representing how a Prius owner thinks, I'd agree with you, however while Prius owners might be a reason for Tesla to offer SuperCharging for "free", I think they will be less of an argument for offering battery swapping for less than $30.
I expect Tesla will position battery swapping more for those might otherwise buy a more average ICE (in a slightly higher price range), and try for it to be profitable, so as not to lose money on a feature that is not so essential for electric cars. (And thereby avoid the situation where for example Prius owners, who are switching to Gen III, would have to implicitly pay for a feature that is not as important to them).
That doesn't mean it's just marketing. It just means that it is a feature which has a different importance to different customers (like other optional features). While having a certain usefulness to (almost) all customers. (Speaking aside from that they may be helping with peak demand and reducing the need for reserved parking in walking distance.)