Or are you suggesting that there are Tesla owners who are (a) sitting in their driveway wondering why their car isn't driving them to work or (b) returning their cars upon finding out many of the features on the Autopilot page require regulatory approval?
Tesla driver caught turning on autopilot and leaving driver’s seat on motorway Culprit admits he knew what he had done was ‘silly’ but that the car was capable of something ‘amazing’
It's really not that deceptive. People would have to be a lot dumber than they actually are to be confused about it.
I'd say that if they're claiming to be able to deliver full self-driving autonomy to existing cars via purely a SOFTWARE upgrade, then that's pretty deceptive, since I am pretty sure not even Tesla knows exactly what hardware might be required for such capability. They'll know when they build it, but not before.