I don't know. The advertising definitely helps. But you have to weigh the publicity gained against potential S,X osborne effect.
I question how much thought went into this series of events. Elon is extremely competitive, and this appears to be a reactionary move. Yes, everybody knows something is coming, but why then did Elon downplay the upgrades earlier this year and now just let the cat out of the bag all of a sudden? It appears reactionary to me. S,X sales were improving with the Raven upgrade and Elon squashing any other major upgrade rumors.* Now a 180? I don't buy that it was a thought out plan. My biggest worry as a shareholder is that the high margin S,X sales will once again suffer for another year. I'm happy to be proven wrong. We will see.
*Edit (from the most recent earnings call):
"Toni Sacconaghi
Okay. Thank you for that. If I could just follow-up. Elon, I'm wondering, if you can comment on whether you believe Model 3 is having any cannibalization impact on S and X sales or why you think that – or why else there might be sort of a structural step down in the demand and delivery levels relative to what we’ve seen over the last five or six years?
Elon Musk
Actually, we're just talking about this earlier today. We're not quite sure ourselves. I think there's some cannibalization, maybe false expectation in the market that there's like some big overhaul coming for S and X, which would then cause people to hesitate to buy, if they think there's some like radical redesign coming, which is why I've stated publicly that this is not the case."