I think one of the things at issue here is that "professional service every six months" with EVs has gone from two oil changes, a tune-up, and a tire rotation to "maybe just a tire rotation". Most people don't do tire rotations that regularly, and any garage can do a tire rotation who needs to go to the dealership for that. They might be hoping that they can use some of that $240/yr to make dealers a little bit happier about selling EVs.

Which does sort of get slightly to the heart of some recent things that the dealer model in the US has always been sometimes antagonistic to consumers, EVs make that worse, and it may be time for brand new dealer regulation. (Though that alone won't address the subscription fees because car companies will want recurring revenue with or without dealers.)