The article is hugely biased and does a pretty bad job at representing what's actually happening. BMW can now sell a more fully-featured car at a lesser initial cost to the customer and let the customer decide when and what they want enabled from the luxury features, because yes, heated seats and everything else you mentioned are 100% not a need but rather a want which you can try, pay for when you want it and don't when you don't. This also means they don't have to build several versions of the same car and can remove dealers too if they want like Ford is doing. More streamlined production at a lesser cost to both BMW and the customer. I don't see the problem. It's clever and at this point in time it's not exploiting the customer. If it ever veers into that, then that's going to be a different conversation.