You're right...the "seamless dispatch service" has it value BUT nowhere near the value of the car itself including things like reliability, comfort, space (etc) and certainly not even close to 30%. I think Apple is just pushing this high anchor so that it'll be negotiated down in the future. I believe we'll see this number being gradually notched down until it becomes either very low (in the low teens) or eventually 0 - just like most taxi fleet services now include the dispatch as a standard feature.