I had forgotten all about this! I first heard about it on Mercedes a couple of years ago.
But for everyone who says "simple, just don't buy a BMW (or whatever brand tries it next)", then what if this eventually comes to Shimano Di2 (or SRAM or whatever) when you have a 15 speed cassette, but you have to pay a subscription to access 1st, 5th, and 15th cogs? And at that time, the only mechanical groupset will be Tourney. What then?
Here are some other examples:
You buy a TV to watch, but if you fancy listening to what you watch, guess what.... a monthly sub.
Or!.... you need to buy a subscription that allows you to subscribe to other subscriptions! I got that idea from the insurance companies: they sell you insurance that insures against your car insurance going up. Yeah I know right? Crazy!