FWIW: I've owned a Tesla for 6 years now and I'm pretty sure I still spent more than I would have buying like a Prius or Volt or one of the other hybrid vehicles I was looking at at the time.
Should cheaper ICE cars subtract from their sticker price the potential investment earnings of the money that you save versus buying a Tesla? Obviously not.
Secondly, I think the selling point of EVs is the TCO, even with today’s relatively expensive EVs, significantly less expensive all-gas cars end up being cheaper (and the Tesla is more appealing to me than hybrids, which frequently feel bad as someone who really likes to drive). But, it makes sense to me for the landing page to instruct the users about this (like Energy Star appliances do): the UX design might not be the best here, but it’s pretty hard to get all the way through the Tesla sales flow without being told clearly what the actual cost is.
All I'm saying is that Tesla claiming you are going to save $100 a month in gas is based on a whole lot of assumptions. It's not money in the bank.