Seemed normal to me. I think my wife's BMW SUV thingie fits like 90 liters.
Edit: I checked again, he pumps for 2.5 minutes and gets exactly 23 gallons. So I guess the pump isn't as fast as Elon says on stage. But it still surprised me because, well, that's about twice as long as what I'm used to :)
It takes about 3-5 minutes to fill up a large-tank performance car, similar in features and trim to the Model S. It takes about 2-4 minutes to fill up a smaller car. It takes less than 2 minutes to "fill up" a Model S.
It takes about 10 minutes if you also use the restroom. Are we going to start factoring that into the comparison? If not, I'm out.