BMW Is Giving Up on Heated Seat Subscriptions Because People Hated Them::The blowback worked—but subscriptions for software-based new car features will continue, according to a BMW board member.
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We need to view this seperate issues:
One is putting all options into a car and only making them available to customers who pay. This somewhat makes sense, and while it is annoying, it might benefit customers and automakers alike.
The other is making a hardware option a subscription. I personally hate that, but it just might make sense. People also rent houses and lease cars, why not add some customisation?
There might be a third question: Why do people even buy Beamers?
