>>So what exactly is the problem here?
I suppose I have an ideological problem with cars being sold this way. I see them as something that you own entirely once you paid for them. The idea that the car physically has heated seats installed but you can't switch them on without paying a fee to BMW is literally offensive to me on some higher level.
I don't know how to explain this better, I just don't want to live in a world where we buy things but never actualy own them. Yes, I am aware that computers and their software has operated like this for a long time now - doesn't mean that I accept this in cars.
>>Isn't having the choice between several options a good thing from consumer point of view?
To use another example - imagine if property developers built only 6-bed houses to streamline their construction process, but 4 out of these bedrooms were walled up and inaccessible by default. But hey, don't worry, you can pay an annual fee to the developer to unlock these bedrooms! Surely that's great for customers, because you only pay for what you need. Kid moved out to college and you no longer need their bedroom? Stop paying the extra fee, some guys will come over and brick up the door again. Isn't consumer choice great?
My point is - consumer choice isn't always the best outcome for everyone, including consumers. And I believe this is a false choice anyway, because BMW isn't aiming to offer this as a $500 one-time unlock OR $100 annual fee - it's just the annual subscription. Just like you can't just buy a standalone copy of Photoshop anymore, it's been replaced with a subscription model entirely.
>>Isn't extracting more money a whole point of company to exist?
I mean, it can be, but in a capitalist competitive market hopefully there will be competition that doesn't do that - and if it actively turns people away from buying BMW products then this whole idea fails at its intended purpose - can't extract more money from your customers if people don't become your customers in the first place.