Yeah, but... why? It should be easyer and cheaper to do so. I fail to imagine how much more value they can extract by refusing to use this. What? 50 more measly bucks per car? Obviously, there's something I'm not getting, would love for someone to illuminate me.

Are they imagining there is more value in this than there is? Am I simply underestimating the value potential for having their own thing? Do they want to protect their customer's data? Do they think that NOT having it somehow is a positive differentiator? Do they not know how to make it happen? I am stumped.