Cost of ownership is real but advertising a sticker price and including the difference in maintenance as part of that sticker price is just bad math.
Should cheaper ICE cars subtract from their sticker price the potential investment earnings of the money that you save versus buying a Tesla? Obviously not.
They don’t actually advertise that as the sticker price, for one thing: the page clearly states what the price is and gives you the option to switch to sticker price.
Secondly, I think the selling point of EVs is the TCO, even with today’s relatively expensive EVs, significantly less expensive all-gas cars end up being cheaper (and the Tesla is more appealing to me than hybrids, which frequently feel bad as someone who really likes to drive). But, it makes sense to me for the landing page to instruct the users about this (like Energy Star appliances do): the UX design might not be the best here, but it’s pretty hard to get all the way through the Tesla sales flow without being told clearly what the actual cost is.
Should cheaper ICE cars subtract from their sticker price the potential investment earnings of the money that you save versus buying a Tesla? Obviously not.