Let's remember that at this time, an investment of, say, $100-200 million is not enormous for Tesla. Around 2% of market cap, less than 10% of annual sales. They could easily pay for it tomorrow by issuing 2M shares (there may be a link here).
I think PR-wise, it will be important to launch this in a way that makes everyone see it as "pure upside", so that nobody who is already a believer today starts doubting. Also, as people have pointed out, peak demand for swapping could be a bitch. If the swapping is launched as an extra, they might get away with not promising that it will always be available. A reservation system could solve that, by the way: If you reserve in advance, you are 100% certain of getting a swap. If you do a drop-in you will get a swap, except at some very rare peak times. If that happens to you, you have the SC as a backup.
Everyone needs to keep in mind the $200m in CapEx that Tesla announced in the conference call on Wednesday. That a a fairly huge sum of money for a company that to all appearances has relatively modest capital needs, while having a pressing desire to stay profitable.
In the mid 80's Tom Clancy published "Red Storm Rising" which was, by far, my favorite book while growing up. A major factor in that book was the "maskirovka" that the Russians implemented to fool NATO. Later, when I was taking all of my Security Studies classes for my IR degree, I learned that a "maskirovka" was a real thing, and that basically it amounts to having a plausible cover story to explain your visible actions, so as to conceal your true intent.
My current thesis is that the widely discussed expansion of "service centers" which was supposed to explain the $200m in CapEx, is actually the Tesla maskirovka to conceal their SuperSwapper scheme until they are ready to announce. If you think about it, its not even lying. Tesla probably does have problems with service that they will need to invest in to fix.
But a SuperSwapper might well be considered a type of "service center". And you can even interpret previous halfhearted reports that they might let Model S drivers swap batteries at "service centers" as just a part of the maskirovka that has been being implemented for a year now.
Reality check: This thesis is based on conjecture whose foundation is pure speculation. Tesla might announce a minimal "swapping" system like they described a few months ago, where cars with smaller batteries could go to a service center and swap in an 85kWh battery on a rental like basis. That made some sense when 40kWh cars were still a thing. Except of course, that program was cancelled, and all cars are SuperCharger capable. And its completely inconsistent with Elon's tweet.
Reality check 2: Battery swap is not planned and will not happen. Seems to be clearly contradicted by the 10k filed yesterday.
My momma taught me to go big or go home. I filed a report on Seeking Alpha on this, so if they decide to publish it I am going to look like an utter fool if Tesla announces something completely off the wall.
But on the bright side, I am going to go visit my mom tomorrow. So I'm covered either way.