They're taking a loss, and a reputational damage from this. This seems irrational. They could have just left the old software to languish. Could there be more

They're taking a loss, and a reputational damage from this. This seems irrational. They could have just left the old software to languish. Could there be more to this? Maybe the Car Thing's DRM has been completely broken? Record companies want to license cars/things differently?