Their best source of early adopters on a 1st-gen foldable will be the customer base who have bought Pixel 7/7 Pro, Pixel 6/6 Pro, spending the premium over the much more affordable, higher-value 'a'-series. While I'm certainly 'interested' in the Fold, at it's estimated pricing, the only way I'd seriously consider investing in it while I still have a very recent Google flagship (in my case, 7 Pro) would be for Google to incentivize it quite heavily - especially with my device to still be less than a year old when the Fold is expected to ship.
I would not have traded up to the 7 Pro from the 6 Pro without that hefty trade-in, even in hindsight with the knowledge now of how much better it actually is; I'm of the same mind now with the Fold, with the additional caveat that I really wish it were set to ship with, and introduce to the market, the Tensor G3 chip with the substantial efficiency gains that it should provide on a 3nm process (and that chip being introduced a mere few months later on the 8/8 Pro).