Everybody likes it. In fact everybody loves it. Buying something physical and having it get better over time, with new capabilities and features you don’t have to pay for is magical.
My many Apple devices and my Teslas are all better than when I got them. That regular software updates make my Teslas materially better every few months is one of the best features of the cars. The fact that I can buy even more stuff for them is an extra bonus, not a detriment.
As a Tesla paid upgrade example, since I got my Model Y, at the end of 2021, it offers me the choice (in the Tesla app, under Upgrades → Software Upgrades) of paying $2000 for the “Acceleration Boost”. It is described as “Improved 0-60 mph time, 4.8s to 4.2s”. Although I have no particular desire or need for this, I like the fact that it is there. Maybe if they put it on sale some day, I’ll splurge.
The actual advantage of this upgrade (as I know from my Model S), is the big improvement in 40-60mph time. That enables passing easily on twisty roads with limited legal opportunities.
-IGU-