I think the quote from that article was just about a buy-back for that one particular owner - I don't believe there is a large scale buy-back.
But don't you see, it begs the questions;
"If they are willing to do this for that one particular owner, well then why not anyone else? What's so special about him?"
I think this might be the tip of the iceberg, and over the long haul, may make the best sense in a multi pronged method toward bringing this matter to a resolution before it can become a bigger headache.
Right now, it is likely a small problem, but better to nip it in the bud before it can become a bigger problem.
They have to know that anyone taking them up on their offer, an offer which would probably include an agreement that no future new Tesla vehicle would be sold to them, those former owners will go and buy something else. Any backlash will be short lived because the former Tesla owner will be in his BMW or Audi, etc., and will soon be complaining about nuances associated with it, as opposed to the prospect of not being able to purchase a new Tesla.
He will become their problem then, and not Tesla's.
Sure, a few people would say;
"I complained, and Tesla blackballed me, and kept me from buying another new Tesla",....... but seriously, how long can they keep that up, or even will they keep that up, once they buy something else and potentially find things to complain about with it on it's respective message boards?
Giving disgruntled owners the chance to have the table set as if they had never purchased their cars, or as close to that scenario as is feasible, would allow them to go their way, and Tesla to go theirs.
And before anyone says; "That's too heavy handed, there has to be some middle ground, such as giving away Ludicrous for free, or some other gesture", well consider a couple things.
First, cutting the labor cost of Ludicrous completely out, may have been that gesture. When Ludicrous was first announced, it was $5K plus labor.
Secondly, those who got Ludicrous for free, how long would it be before some of them started up with; "free Ludicrous is not quite a big enough of a step in the right direction", and started to complain even more and more loudly, even after free Ludicrous had been given to them
How long before free Ludicrous, which even if they got, would not give them 691 horsepower, according to methods of measurement which tell them that they are short right now, how long before free Ludicrous was not enough, and this matter rears it's ugly head yet again?
Already the explanation given by J.B. Straubel didn't do much good. So how long after people got free Ludicrous, before the whole mess started up again?
No, better to give those who feel that they have been taken here, the opportunity to have things set to all square, and let those folks, in the words of the lady spokesperson, "move on".
Indeed, the words "move on", I agree with Canuck, were very carefully selected.
But it does go to the point you and I were making earlier - I believe the remedy for unhappy owners will be a buy-back and a polite refusal of Tesla to do business with a customer in the future (in the case of a law suit or other legal threats).
I don't know if the guy in that article has or has not threatened legal action, as the article does not say.
But this much we do know, whichever route he has indicated that he will be taking, whatever it is, in his particular case, it seems that the option for letting him "move on" has been put out there.