If you choose to "subscribe," you are committing to paying Tesla 10-13¢ for every kWh you generate. You are then (if you're in a state with net metering) selling it to the state for a profit.
In CA, the average cost of electricity is apparently about 16¢/kWh. So you're making a profit of 3-6¢/kWh.
The incentive to you is that it's free to install, and has no commitment apart from a fee of $1500 if you want to remove the system. The incentive to Tesla is that they are selling electricity to the state for full price, minus 3-6¢/kWh to you for renting your roof.