Earlier quoted context omitted.
Software is indeed a differentiator, as in I want as little as possible of that shit in my car. Any car where all the controls are on a giant iPad in the middle are a non-starter for me.
Physical goods companies just don't get software, and they never seem to be able to do it right. They treat firmware and software like just another line item on the BOM. Like a screw or a silicon gasket: Source it from a cheap supplier, spoon it into the product somewhere on the assembly line, and then never touch it again. As long as it meets a list of checkbox requirements, the quality doesn't matter at all. A car…
No!
A good app is more expensive than a good thermometer readout, and will break much sooner.
I'll pay a premium for no-tech products.