Market segmentation and revenue management is both art and science. I suspect GM is pretty good at it - they know pretty closely what will happen to volume and revenues with feature set changes. It would be nice to have the app for free but there is an ongoing real cost to them which everyone paid for historically, they know for sure what % of customers use the tech and how often. Going to a subscription model (like your phone, tv, internet, etc.) passes the cost on to those that actually use it instead of everyone - at least theoretically allowing them to lower the actual price of the vehicle, impossible to tell though.