[MachinesWithSouls]

First, as someone who works on NA marketing, the tone in that release is so off. I don't like to be talked down to. I literally write ad copy for them and I'd never phrase it like this. I digress.

Why are we all up in arms BMW? Maybe because you've already tried to do this in the US market with CarPlay? The only reason they've addressed this is because blogs have picked it up and made everyone notice.

But It's actually easier for them to build every BMW with heated seats (as an example), then turn the option on for a monthly fee. It makes total financial sense to do it this way, especially as cars become more and more like mobile computers with batteries. Pay to unlock more power, turn on heated seats, Safety features, etc. Phones work this way already.

Still, combined with a 4K price increase on some models, this feels like a severe cash grab at the wrong time.