Here the owners have had the car for three years. They are locked into this market, have no negotiating power, and cannot leave the contract (without a loss) because the price of the key fob subscription is going to be subtracted from the resale value of their car.

Legally, Toyota cars are now like timeshares: you "own" it, but usage fees may increase arbitrairly over time. It's probably legal, but it's a shitty move to charge the consumer the price the market will bear when the consumer has no negotiating power.

I wonder if it is even possible to add aftermarket remote start features.