First... where the hell is the official video, it's been way more than an hour.
Second, I was against battery swaps, but I can see this working.
Hate to say it, your battery WILL be used for grid storage, but that really won't put that much more wear on it most likely. They'd have to have a lot of extra bays for extra batteries. They will probably have a way of bringing out more batteries if the 50 that are there for rentals get used. What happens when you get to a second swap location? Do you just swap a tesla battery for a tesla battery and keep going (for the same fee)? They must have some way of acknowledging you are turning in a swapped battery so that they aren't waiting for you to return to that location to return a battery if you are doing a round robin trip.
60s will have a chance to do the swap to an 85, but they won't be able to supercharge unless they already have it or pay for it. This will probably be more likely to use the swappers more frequently if doing a road trip (or else they are just limited to slightly longer legs after doing one swap). They still don't have the "free" option unless they pay for it.
Comparable to a price of gas = definitely usable. Especially for those who bought the car because it's nice/green/fast/sleek and not because electricity is less expensive. I'm sure tesla has done the math to figure out if rolling this out is going to bankrupt them.
A few more details to work out, but it is way better than what I feared, and it doesn't defeat the supercharger, it enhances it because now if they can get enough solar, they won't be purchasing energy from the grid during the day.
I liked the question about "how will figure out how to charge people, will they use an attendant?"... this guy did create paypal, I'm sure he can think of a solution that will work with a web-enhanced vehicle.