A car friend and former BMW owner told me they floated this before and there was so much pushback they had to backtrack. I guess they're trying again.
To be fair, they have an "unlimited plan" (what we used to call "heated seats") for $415. So if you keep the car for two years, you come out ahead an then it's yours for life (but what about the next owner?)
So this feels less like a forced subscription than a hidden payment plan to reduce sticker shock.
I see that sort of like the airlines. Everyone complains about how they pack you in like sardines, but very few of those people bump up to first class where you get a lot more room.