> Sure, if the consumers actually do have the choice. The heated seats are pre-installed and you pay for it, whether you activate the subscription or not. From

> Sure, if the consumers actually do have the choice. The heated seats are pre-installed and you pay for it, whether you activate the subscription or not. From what I've read, on models where a feature is standard, BMW doesn't charge a subscription. It's only available as a subscription when it is an option, making it obvious you aren't paying for it except in the subscription. I think their idea was to make it so different people can lease the same car and pick different options essentially.