These kind of initiatives aren't about the first customer. The person buying new will likely get a free subscription as part of some dealership deal, or will buy the feature outright at purchase time and wont notice. This is about rent seeking from the freeloaders.

That dumbass executive looked at the healthy used car market, got pissed that some people owned BMW's without paying their dues, and asked how to fix that.

This service allows a customer to purchase a feature outright, now do you think that feature belongs to the car, or does it belong to the customer? Will it transfer during a sale?