I park directly below my office window so it's no issue for me to hit the remote start and then leave 10 minutes later but if I couldn't do that my remote start would be mostly useless.
For example say I go to a movie, ideal would be to remote start it just as the movie ends so it's warm by the time I make it to the car. With an RF-based remote start there's a 0% chance my remote starter works inside the theatre. It will only start working at some point after I leave the building and start walking towards the car giving me maybe a minute of warm-up time. Makes the feature kinda useless for this case.
1. Starting a car from a short distance in order to pre-heat in cold temperatures or because you're in a huge hurry. (Or paranoid of car-bombs, I guess.)
2. Starting a car from a long distance on someone else's behalf so that they can borrow it for some reason.
While I think #1 is most common, #2 overlaps with other "call support to unlock your car" or "disable if stolen"-type features. So it's likely manufacturers are motivated to use cellular connections "because it's already probably there for the other stuff."
P.S.: That said I really don't like the lack of owner control implied but some of those systems.
You can have an LTE connection for probably around 10c/month/sim at the scale of Mazda with tiny amounts of data (plenty for, say, 100 remote starts/month).
Again, not defending these expensive subscriptions, just pointing out that it probably costs more than 10c a month per car to keep all that stuff running.
Plus, a cellular connection provides direct customer information that Mazda or whoever now no longer have to pay for in terms of market research. They can now just know the usage of their vehicles and tie that in with whatever data sources they want to.
Charge me $10/year for the service and I'll happily pay it, that should cover all your costs at a scale of millions of cars.
https://www.nytimes.com/2018/05/13/business/deadly-convenien...
* 0.263-0.725g CO/min in a 12x22x10 ft garage. higher number is from testing under load before the cat is warmed up
https://www.edmunds.com/car-reviews/features/emissions-test-...
https://www.lenntech.com/calculators/ppm/converter-parts-per...