It's exceedingly clear to me that they're talking about hardware that can support future capabilities -- additional features via software upgrades is something they talk about a lot. And they're very explicit about what their Autopilot system does and doesn't do on their site. There's basically no situation in which someone is buying a $70,000+ car without knowing how the Autopilot works.
It's really not that deceptive. People would have to be a lot dumber than they actually are to be confused about it.
I'd say that if they're claiming to be able to deliver full self-driving autonomy to existing cars via purely a SOFTWARE upgrade, then that's pretty deceptive, since I am pretty sure not even Tesla knows exactly what hardware might be required for such capability. They'll know when they build it, but not before.
It's really not that deceptive. People would have to be a lot dumber than they actually are to be confused about it.