Most people understand that cell phone companies etc. will update your equipment remotely, although often you have to approve the update (there are settings to say "I don't care, just do it whenever you feel like it" but that's a choice by the consumer).  And those updates don't change your phone from a Samsung 7 to a Samsung 8, nor hand you a capability that would have cost thousands of dollars to buy, and which might be assumed to be costly to provide.  Finding out that a car company will demand several thousand dollars to give you a feature that may cost them $5 or $100 is disconcerting, and doesn't actually have a parallel in video games.  

Do you like the idea of customers and insurance companies being charged $600 for an Epi Pen that costs $30 to manufacture?  Or do you say "bravo, free enterprise at work!"?  Elon Musk is getting taxpayer subsidies to make it feasible for him to sell cars and make his fortune. Price gouging is problematic with this business model.