Once the goal of $35K for the base model was set, the die was cast. As a stockholder, I'm glad they met that target. However, as a buyer I would have like to have seen a base model which "split the difference" in battery size. In effect, I suppose I am wishing that they went with a 6 module (instead of 3 module) architecture. Instead of a choice of 52 kWh and 78 kWh (for $9,000 extra), I would have preferred a choice of 65 kWh (would raise the base price $4,500) and 78 kWh (for and additional $4,500). Base price: $39,500 (265 miles of range, turbine 18" wheels) Premium upgrade: $5,000 (choice of black, white, or cream) Enhance Autopilot: $5,000 Total price: $49,500 Also, you'll notice I just wished away the aero wheels in favor of more conventional ones. I think this is still a car that maintains Tesla's gross margin targets, even if it somewhat lowers the incentive to purchase a $4,500 battery upgrade to get to 310 miles of range. Okay, maybe I'd owe a little more for the shift to smaller battery modules... Bottom line, I've wished away $4,500 of battery and $1,500 of wheels. I'm fine with black, so in your version of this you can feel free to wish away your paint charge, or choose black. But I feel this gets the premium for this car down to where you're only paying $8,000-$10,000 more than you would for a BMW 320i or Mercedes C300 (in the ways that I would trick them out, including navigation), but also getting more: enhanced autopilot, an electric car, reduced maintenance, a "software-first interior, a little better performance, and a better looking car from the outside.