People getting upset and making a scene because they're not getting what they didn't pay for, meanwhile those that did pay extra for it now paid extra for nothing. Yeah, that's definitely fair. Getting so sick of people expecting everything to be free. I saw it all the time at my last work, too, which ended up going under (not the only reason, but certainly part of it), and IMO it's a big part of why many small businesses are struggling. People will only have themselves to blame when the only companies left are the ones big enough to deal with their selfishness and cheapness.
As for BMW, I agree having to pay a subscription to use something you own is absurd. It's not a service they're providing, it's a function of the vehicle. Subscriptions have been getting out of hand for a while, and this is a great example of that. Consumers just need to vote with their wallets, which they rarely do.
Instead, they often reward companies for poor practices. Like when there's only a few checkout lanes open at the store (which happens quite often at the Walmart near me), creating a long line, and instead of walking out or at least just checking out with what they have, I've watched people peruse all the stuff strategically placed near checkout and pick up more stuff to buy. So the stores know that they can save money by having fewer lanes, which inconveniences the customer, but ultimately ends up making them more money off those last-minute impulse buys. So yeah, keep it up people. You've only yourselves to blame.