At least, with VW system, you pay when you use it. Doesn't work in your area, you don't pay. And if you realize that you can't pay, you can simply drive, your car won't turn into a brick.
And of course it is to extract more money from consumers, that's the goal of every company. But personally I find VW approach more honest than Tesla's. The best would be to offer working self driving out of the box, with no promises and no recurring fees, but the reality is that we don't have the tech yet.
Note that I don't have anything against the $10k package from Tesla except for the way it is advertised. If they just sold you an advanced supercruise, there would be no problem. But they also sell you the idea that your car will fully drive itself in the future and that you are making an investment. Kind of like a Kickstarter, except it is a trillion dollar company, not a bunch of people in a basement.