It's a shame people are downvoting this because it's a reasonable response.
However, I think you're making two mistakes. One, I think to most people they absolutely are making that claim. Two, as I say they may technically be the accurate claims but they're extremely misleading and designed to hide the fact that the cars do not have this ability right now in a usable form.
> They aren't saying the car has that capability.
They have this as a headline: "Full Self-Driving Capability". Under it it says "Build upon Enhanced Autopilot and order Full Self-Driving Capability on your Tesla." I am not cutting sentences in half or anything, they very explicitly say that I can order full self-driving capability on my tesla.
So I can order full self driving capability on a Tesla. They say I can buy a car with that capability. They say parts of it may not be available, depending where I am (though I'm on a country specific page where they know full well that it is not usable).
One of the first things on the page is a video showing self driving!
I feel if I list a series of functionalities on a product I'm selling then say "We can't say exactly when each of these will be available in your area" while I know that definitely none of them are available then I am being either misleading or completely dishonest.
> When iOS 12 was released, one was true but the other wasn't. It wasn't until Apple released iOS 12.1 that iPhones were capable of making 16-way FaceTime calls.
And I'd say they were dishonest if they had headlines of "16 way FaceTime call capability" under which it says "Order the 16 way capable version today!"
> If you're saying that Tesla claiming hardware support is tantamount to claiming full functionality, then how do you suggest they describe the situation?
Quite simple - make it extremely obvious that it's not yet available. Say "Future self driving capabilities". Make it clear that it may never be usable where you live. Maybe have a clear note on the video that the car you buy won't do that when you get it.
As a side, I do not understand their claim either - they say all cars produced have the necessary hardware but then later say it's my choice to order as an extra because the basic version doesn't have it.