So it appears Tesla will not be pursuing this further. Honestly, I think that's the right decision for Tesla at this point (even though it bums me out a bit).
My only concern is that the test for demand is among existing customers. Unfortunately, that's not a good sample of the general population as a whole--which is who Tesla really wants behind the wheel. A large portion of existing Model S owners are either early adopters, risk takers, have strong environmental values, and/or are well-educated. Plus, an appointment needs to be made! This inherently biases the "study":
-Early adopters and risk takers are more willing to endure inconvenience to experience something new.
-Those with strong environmental values are more willing to endure inconvenience for environmental benefit.
-Well-educated people (in general--and yes I know this is a generalization) tend to better understand the benefits of EVs, and the fact that "longer" refueling times are only experienced on longer trips. Therefore they are more willing to accept some long-distance charging inconvenience for the other benefits (such as never having to be inconvenienced to refuel in day-to-day local driving).
Unfortunately, this means that Tesla's study only shows the interest level of existing customers--at best. (The need to make an appointment surely turns some away that would have tried it out). The goal of course is to get everyone driving EVs. I would guess that if we were to take a poll, the general public would be a lot less willing to stop 40 minutes to charge than the Model S owner population.
So while I don't think it's wise at this point to pursue swap stations due to the cost of building out such an infrastructure, I do believe that in the future they would help accelerate the acceptance of EVs among the general population. I doubt we'll see 1-2 minute recharging times for a very, very, very long time if ever--which means EVs will always take longer to refuel than ICE vehicles.
The real question is: by the time the "stubborn" ICE people need to be convinced, will the cost, range, charging speeds, and other benefits of EVs have improved so much that swap stations will be unnecessary? My guess is the answer will be yes.
Although I'd still love to try it out.
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Still, why would I bother saving 10 minutes of rest time at the supercharger at the cost of spending 10 minutes making an appointment (I hate phone calls)? The appointment process costs more hassle than the battery swap saves.
For science!