They all know the game at this point. The first one to monetize something that shouldn't be monetized is ridiculed, and maybe delays rolling it out.

A handful of folks remember and point out how ridiculous it is when the second one does it. Then the third does it and we're used to getting screwed.

Luckily we're still on step one with car manufactures coopting the on-disc DLC model with BMW pay-walling heated seats.