I worked at an OEM and in aftermarket technology. Most industries are trying to implement subscription models because investors like recurring revenue. Our customers and dealers told us to include the subscription cost with the new sale so we did. Over 15 years, the subscription cost grew exponentially and was on the glide path to being 1/3 of our annual net revenue. It does not take one long to realize you must reduce it and that resulted in shifting it to our customers. We didn’t like it, but had no choice in a world where costs were increasing faster than MSRP. While it is easier to do for connected features. It will be interesting to see if OEMs can pull it off for non connected features where the hardware heated seats) is already present in vehicle.