I can see it for some exterior feature of the car such as gold plated trim or fancy rims, but you would really have to be "in the know" about this brand, to know that someone has paid an extra $18/mo for this feature. Unless you ride with them.

Still, if this becomes a way that I can get a cheaper car by declining all of the add-ons, or if it lowers the price of used cars, I'll be happy.