They ain’t the only ones. BMW is doing this too. You pay to heat your seats and other extras.
I bought a BMW 330IX earlier this year. It is a lower end BMW with some nice options. It has heated seats and steering wheel. I don't have to pay a subscription fee to use those features. The car came with a subscription feature called Connected Drive. It lasts for 4 years and includes such features as map updates and connectivity to the car using a cell phone app. I've been driving 50 years without a cell phone app, so I doubt I will renew it.