I don't think either of those are consumer benefits at all. And the hardware was charged for when the car was initially sold - it was part of the total unit cost of creation. The subscription was a consumer hostile way of increasing spend with the brand. The genius' at BMW looked at Tesla's Plaid mode and FSD and thought they could replicate that model but failed to realise that people don't view their brands the same way - people treat a Tesla like a software purchase, but a BMW like an expensive toaster.