> . . . I don't doubt they'll become more popular and drop in price.
That's exactly Telsa's (stated) plan.
Phase 1 was the Roadster. The Roadster was made in small numbers, using very "hands on" construction methods. It was very expensive, but it was designed to feel and perform like a very high end vehicle. For people who can drop $150k on a car (and there are more of those sorts of people than you might think), the Roadster was a very competitive option
Phase 2 is the Model S. The production line for the Model S is a lot more automated, and production runs are larger, resulting in a vehicle that is fairly competitive "mid range" luxury vehicles (e.g. the BMW 6 series).
Phase 3 will be a more "average consumer" targeted vehicle. Taking advantage of the lessons learned (and to some extent, the capital raised) in the first two phases.