But why in the world would it piss ANYONE off to have a car manufacturer say "Hey, we built heating elements into your seats FOR FREE and have given you the ability to turn them on or off whenever you see fit, by using the app?" Are people really so ornery and miserable that the notion of ON DEMAND bun warmers would trigger them? I. Just. Don't. Get. It.The concept you present is correct, and it would be cheaper, but the question here is it cheaper by ENOUGH for BMW that they are willing to risk pissing off a lot of customers by doing this.
So you'd love it if Time Warner only let you subscribe to the specific channels you want to watch, but you hate the thought that a car manufacturer would let you subscribe to only the specific options you want to use????? In my example, the heating elements are already in the seats, whether or not you want to use them, just like the 10 other channels you don't want to watch are already carried by your cable company. Why wouldn't you EMBRACE the idea of only subscribing to heated seats, like you would embrace the idea of only subscribing to Discovery Channel?As a bit of a tangent, I hate the idea of option packages, where you can get feature X only if you buy a whole package, just in the same way that I hate the cable company and their channel bundles. I can only get Discovery if I also get 10 other channels I'll never watch. I'd much prefer to pick only those options I really want.
The thing that shocks me about this whole thread is that people are outraged without having ANY of the facts. What would it cost to rent heated seats on demand (like watching a movie or fight on demand), vs. paying for an option you might never use when you purchase the car.? There is zero data, but everyone already knows they won't want it. There's a word for that behavior and the word is PREJUDICE.