They really are sales. Anecdotally, I pre-ordered a model S, for a little more. Eventually when it can time to buy, I got my money back (actually more due to exchange rates). I then pre-ordered a model 3. Eventually, I will cancel that order too because I ended up upgrading to a Model S. The point here is, Tesla still need to convince people to hand over the cash. The cost of withdrawal and sunk cost in minimal if you don't like it.