From the article, they’re making paltry sums at their scale. Honda raked in a whopping $6k per year, while Hyundai made out like a bandit at $160k/yr.

Looking at their revenues, this is just silly money. Honda pulled in $100B in revenue in 2022; Hyundai, $85B.

That they would even bother with this program given the potential backlash is bizarre.