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Tesla's battery swap station was a compliance tool in order to collect ZEV credits in California. A battery swap station costs ~$500K, while a Supercharger station with charging stalls costs $150K.

Tesla has determined that Supercharging is adequate for Tesla owners, and continued uptake of the product seems to confirm that hypothesis.

Here's a close up demonstration

https://youtu.be/CH-H3-F4Ztc?t=2m8s

The more interesting question, then, becomes "why didn't you swap your battery?" to drivers who charged instead.
You had to swap back to your own battery on the way home. When I drive SF/LA, I go down on I5 (passing the swap station) and come back up the coast.

If Teslas had leased batteries it would be easier, but they do not.

Charging is currently free, whereas the battery swap was US$60.