The most vaunted feature of teslas, "Full-Self-Driving" (note, not actually full self driving) is also a clear example of this.
It's $10k, and it's a 100% software update for all modern teslas. The FSD stuff, as I understand it, is all on-car (i.e. no remote tesla-run service involved), so you really are just paying to unlock use of hardware already there.