They have clearly lost their way. Seems like a fundamental loss of confidence in their ability to produce leading technology, and instead feeling like they must defensively focus on blocking and extracting maximum funds from customers, both with costly "authorized-only" repairs and subscriptions for heated seats.
Sad
(My E39 M5 was one of the last user-repairable BMWs, but it's getting very expensive. On the other hand, it's driving a significant market for regular people designing and building replacement parts, whether 3D-printed, CNC'd, or homemade)