Manufacturers have been selling "options packages" for decades. You can either buy the base bike for $15,000, or one with "premium package" for $18,000.
It's obvious to everyone that the extra doodads you're buying don't actually cost them $3,000 more. It's just a way for them to segment the market and charge more for those who are willing to pay. The alternative is, they sell a single configuration for $17,000.
Now they're just saying, hey, most of this functionality is in software anyway. Rather than pretend that the $10 sensor needed to enable the quick shifter costs $3,000, they're going to put the $10 sensor in all the bikes and charge you for the software required to use it. And like most software, you can get a free trial before you need to decide if you want it. So what?
It's also quite possible that these extra features actually don't require any additional hardware at all. The bike already has wheel speed sensors, accelerometers, etc. for the "base" ABS functionality and the advanced stuff you're paying for might be entirely in software.