Charging a new owner to unlock the feature again is slightly different than charging the original owner a subscription. However, I still see selling features a

Charging a new owner to unlock the feature again is slightly different than charging the original owner a subscription. However, I still see selling features as a software upgrade strictly as an alternative means* of selling upgrades. So the upgrade should be tied to the car, not the owner. The added bonus here would be that a second owner could unlock features that the initial owner didn't want. *i.e. Tesla might decide it's better just to put the heated seats in all cars rather than manufacturing cars with and without.