Switch to activate the heater in the car seats. This could also be on a touchscreen
getty
There’s been some uproar over BMW’s recent offering of heated seats in your car for an $18/month subscription. There was even more uproar when Tesla
TSLA
recently software limited the battery in a 90kwh car to 60kwh, because the original owner only paid for 60kwh and Tesla has mistakenly not applied the limit after a battery swap. (Tesla later relented.)
Customer emotional reaction to this has been strong and there are many fascinating issues to unpack when it comes to the question of software enabled features in hardware — and even in software. Companies are naturally greedy, and want to get as much revenue from customers as they can. Customers want to pay as little as they can as well, of course. The idea of paying extra to use something you already have seems…