Mmmm, not exactly what's happening here.
Yes, this is partly like any dealer trying to push the more expensive model.
But I think what makes this situation unprecedented is having to encourage customer reality-checking.
To use your example, BMW or Audi customers would never convince themselves that a forthcoming lower-end car would eclipse the top model - but that's what has happened.
There are lots of discussions on TMC arguing for just such possibilities - including quite a few posts from me.
I don't think Tesla is engaging in reality-checking, even if that is the altruistic reasoning it is portrayed at. They are concerned about selling the Model S (and to a lesser extent the Model X).
Every car manufacturer knows new models attract attention away from old models, even between classes. Audi A6 customers can become high-end Audi A4 customers, when a new model arrives of the latter. Or at the very least it can delay purchase decisions, as new versions of lower-end models give hints of the future upgrades of higher-end models. A brand-new high-end Audi A4 can be, in some ways, more advanced than even an aging Audi A8 (though in the case of the A8 they try to introduce many upgrades to it as well).
That's why these other manufacturers use moves like discounts, free/improved option packages, as well as advertising to keep older models appealing. Since Tesla does none of the latter (apart some quarterly pushes), it has resorted to the rather unprecedented move of actually badmouthing their upcoming product to keep the existing product selling. A German car brand would simply price, package and market their existing model for more appeal. Tesla badmouths the upcoming one.
That's the real story here. Tesla facing the age-old problem of managing a product line-up of different ages, while refusing to use the methods traditionally associated with managing such a product line-up. So, they have to think of something else, and what they are thinking is not entirely without controversy.
It is a bit like those car delivieres en masse they are planning. Without a dealership network, Tesla is finding the limits of the what their own staff can do, so they are finding new solutions that are, again, not without controversy. Because Tesla does not want to have dealerships and thus not a large-enough store network, they will deliver your premium car in 5 minutes with 25 other people in the room sharing the experience. Not something usually associated with premium experiences.
Not without controversy.