Well, not quite. It's from some old history. As Tesla was developing the prototypes and getting ready to build the original Model S around 2010 or so, the EPA (Environmental Protection Agency) in the U.S. had a different kind of testing and rating procedure that was more optimistic. Tesla was doing pre-advertising using those testing numbers. And around that time, shortly before the Model S launched in mid 2012, the EPA changed their rating method to make it more realistic. Tesla had to retest, and the numbers were lower. To explain why their published numbers used to be higher, they renamed that as "Ideal" and then published the new tested numbers as "Rated", since it was the new EPA rating. So it wasn't a sales thing. The rating method (and therefore numbers) changed.
@FR13NDS1 Now this also gets to a terminology confusion. The EPA rating in the U.S. is a little optimistic, but the NEDC rating system used in Europe is just crazy fantasy optimistic. It's not even close, so it has really inflated numbers. But that is the "rated" value. So they have a lower, more realistic, number they call "Typical".
So in the North American cars, they are labeled as "Ideal" (higher) and "Rated" (lower).
In Europe, they are labeled as "Rated" (higher) and "Typical" (lower).