They're announcing this shortly before the Model 3 goes into production, which will be a mid-budget vehicle.
(Also worth noting: the AutoPilot++ or whatever it's called, the version that's supposedly SAE 5 level that'll be released before the end of the year, isn't free. It's an extra people will have to pay for. If you assume SDC technology will reduce accidents by 66%, and if regular insurance is $1000 a year, then they need to price this at around $3,000 assuming a normal average ten year lifespan of each vehicle. IIRC that was the ball park for the price for the SDC add-on they're going for, so this is quite believable. You're not paying for the technology - that's already paid for, you're buying insurance for the lifetime of the vehicle.