If you consider the Smart Car's deal, I wouldn't say it's a "steal", and I would think it would be available to 2nd, 3rd, etc. owners.
If you buy an SC, you can buy it with the battery, or without (and lease the battery). If you lease the battery, they knock $5.2k (or 5.1k or 5.3k... can't remember for sure) off the price and lease you the battery for $80/month. Coincidentally [not], the car payment for that $5,x00 is about $80 (assuming 72 months, 4%). So it's about the same until you need a new battery. Once you need a new battery (probably about the time your car is paid off), SC will probably still lease you one. Either way, you've paid the same amount each month. (Of course, some people will need one a little sooner and some a little later, but to SC, it averages out.)
Now flash back to the Leaf: You've "bought" the battery with the car, and now you need a new one. So you opt-in and start paying $100/month. Nissan brings you a new battery. Same situation as the SC: Now you do not own a battery, and you're paying a monthly fee to have one.
I'm not saying it's a bad deal, but I think it's far from a steal for the consumer.