Who said anything about gutting the performance? This is about adding a performance package that is software based. In the, albeit poor, iPhone analogy the performance camera package happens to come from a different company.

Well, if we are here for poor analogies, it's more like you gone to some 3rd-party shop and they flashed your ECU with a new firmware which gives you options your car hadn't before. And this is a thing already, for at least two decades, people are reprogramming the ECU to have more power. It's extremely popular.

What is similar in the both cases is what it's a 3rd-party option.

Look at my other comment in this thread, maybe it would be clearer what I mean.