A simple example would be to enable the full use of the batteries that are already installed in the car. And, like autopilot which would be deactivated if you sell the car. It's indeed not exactly the same, but you bought the car with the batteries, so why would you need to pay more to use them at 100% and worse, why would it be deactivated when the car is sold, which means you lose the prime you paid because the new owner won't pay for something he can't use. But it's stated that with BMW, you can also pay once for life, just like with Tesla batteries, so you probably can't sell the car with heated seats either even if you paid for it for life.