Exactly. Especially as we are talking mainly about US customers at the moment.
And no offence, but when it comes to a lack in build quality, you Americans (ok, generalization, but from what I have experienced it at least seems to be true for many) seem to be far more...forgiving, shall we say, than customers in Europe (and possibly the rest of the world too). Here, build quality is of the essence. A car that has noticable flaws can ruin the image of a company. See Opel for example. They had cars with crappy fit and finish for some years, and now they are on the brink of going under - even though now their cars are finally up to par again. Tragic irony.
A snippet from Brianman's notes on something Elon said in the conference call today:
"Keep refining to make sure that the gaps and fit are as close to perfection as physics will allow.
Beefed up our interior trim engineering group."
2012/07/25 Q2 2012 QA Conf Call notes
Hopefully we will soon see the results of these efforts.