It's true that they've always existed for a profit. BMW doesn't operate in a bubble and has a wide selection of competitors, so if their pricing and terms are too unreasonable, customers will go elsewhere.

I think these connected services are aimed at lessees who are the bread and butter of BMW's business. Someone leasing this car would actually save money by "renting" the heated seats, next owner be damned.

Still, I'm definitely not trying to say that this is a wonderful, wonderful thing. But, considering that a "lifetime" purchase option still exists, I think this represents example of giving customers more options than they previously had.