Over the weekend, Elon Musk said that Tesla will be raising the price of what the automaker calls "Full Self Driving" from $12,000, to $15,000 staring September 5. Keep in mind, the feature--which Tesla aficionados refer to as FSD--is still in beta. That means the company is raising the price on a feature that isn't even released yet.

Of course, Musk has been promising that FSD is "shipping soon" for well over a year. That's not the only problem, however. The bigger problem is that FSD doesn't even do what the name implies. I mean, if you call something 'full self driving,' it certainly gives the impression that the car is capable of driving by itself.

If you were to ask most people what that means, they'd probably say they expect the vehicle to be able to navigate between two places while you watch a movie, or play a video game, or take a nap. That may very well be the future, but it's still a long way off at this point. 

Instead, FSD is basically an advanced driver assistance feature that will keep your vehicle in its lane, match the speed of a vehicle in front of you, and--in some cases--stop at red lights or navigate on certain roads. What it will not do is drive itself, especially not fully.

Of course, Tesla fans like to point out that anyone who uses FSD is well aware of its limitations. Except, that doesn't seem to be true. 

California has looked into whether the name is deceptive, and whether Tesla should be able to continue selling vehicles in the state. Even Tesla's lower-level driver assistance, known as Autopilot, has drawn scrutiny after a series of accidents involving drivers who had the feature engaged.

Autopilot certainly sounds like something that is capable of doing a lot more than keeping your vehicle a set distance behind the car in front of you, and keeping it in its lane. The technology is fine, but the name is creating expectations that it can't live up to.

Contrast that with General Motor's driver assistance program, known as Super Cruise--which is a fantastic name. Super Cruise gives the impression that it's a more advanced version of cruise control--something every driver understands. 

Look, I have a Model S and it's fantastic. Our family loves it. It's super fun to drive, but that's the point--it's a thing you drive. It doesn't drive itself. 

Tesla isn't the only automaker facing the same challenge. Every company is trying to solve what is arguably one of the hardest artificial intelligence challenges known to man. None of them have figured it out. The biggest difference is that Tesla is the only one that continues to promise it is capable of doing things it most definitely is not. 

To be fair, Tesla does have a section on its website describing the capabilities of its Autopilot and FSD. Here's how it describes the former:

Autopilot enables your car to steer, accelerate and brake automatically within its lane under your active supervision, assisting with the most burdensome parts of driving. With over-the-air software updates, the latest enhancements are available instantly.

I've found that Autopilot is good at basic driver assistance, but it's just that. It's not what a lot of people might think of when they hear the word "autopilot." You can argue that's just semantics, but words create expectations, and expectations are everything.

According to the site, Tesla's Enchanced Autopilot adds features that allow your vehicle to choose which lane to drive in, automatically summon your vehicle, or even navigate on its own. FSD adds "Traffic Light and Stop Sign Control" with the ability to auto steer on city streets "coming soon."

I suppose you could make the argument that Musk has figured out a brilliant business plan wherein Tesla has convinced a large number of its customers to beta test a highly complex, and even dangerous feature--and pay a lot of money for the privilege. Still, it seems strange to raise prices on something that still doesn't actually do the thing you say it's going to do.