You guys might be too harsh on Tesla for this.
They do not advertise shorter stopping distances, but more reduction on initial fade and better brake feel. This could be because new calipers have better cooling/venting, better brake lines or switching to a different spec caliper (visually the same).
If this is the case, the pricing is not all that bad as you get a cosmetic upgrade plus better feel.
Imagine that few will go this route, but some will feel that just the cosmetics alone will be worth the price.
Other manufacturers offer major brake upgrades which significantly offer even higher levels of track performance with ceramic discs. The price of these upgrades, which usually result in poorer street performance is $$$$$! (but the do look great)