It looks as though Tesla is following in the footsteps of Apple in its marketing. It's all about anticipation and hype, like Apple. This isn't a bad thing, it's certainly a success story by all accounts. People lining up for hours before the stores open to get the first dibs at putting down a deposit. Very similar to the Apple stores when a new phone or product launches.The only difference of course is that with Apple, the early birds walk home with a new product. Perhaps Tesla might be able to offer this too someday. I do find it ironic that the Toronto Tesla store is located across from The Apple store and one can use the free Apple Wifi in both stores. Perhaps they could collaborate for future promotions?