Because they chose to back themselves into that corner. Musk says that Tesla is worth nothing without full self-driving. Certainly it's the only thing left to justify the stock price:
https://electrek.co/2022/06/15/elon-musk-solving-self-drivin...
> Which means it's years away and/or "FSD" means "automatic cruise control and lane keep assist"
Well, more precisely it means Musk has been lying about it for nine years straight:
https://jalopnik.com/elon-musk-promises-full-self-driving-ne...
The lies have been profitable so far. People have bought into the false promises. Perhaps they'll start demanding refunds for the full self-driving they paid for that has still not been delivered.