Indeed. BMW's argument to this is that all cars will have all equipment built in - it will all be unlockable by subscription. Want adaptive cruise control? $200 a year. Heated seats? $100 a year. Sport modes for the engine/transmission? $400 a year. etc etc etc.
It annoys me to no end because it means you are paying(in the cost of the car) to have all of this advanced tech in the car, but you can't use it without subscription. What if I get a modder to enable it anyway? Am I now a criminal? What about the environmental impact of lugging around hardware that you don't want or need, just in case you or the next owner wants it?