A subscription model makes sense in some cases where regular updates can be practical. A GPS software package, for example, can be updated periodically to provide new mapping, updated directories of businesses, etc. But a subscription service to maintain the functionality of HARDWARE like heated seats, AC, cruise control, etc. is idiotic.
I have had 3 Mazdas with the Map App, the dealer wanted $400 for the chip to make the thing work with updates for three years. I refused and bought chips on Ebay for about $35, same OEM chip and got the same updates easily.
It’s all a racket, most of the options they want a subscription for you can do without. Of course will they make it a fee to lower your windows?