We need to view this seperate issues:

One is putting all options into a car and only making them available to customers who pay. This somewhat makes sense, and while it is annoying, it might benefit customers and automakers alike.

The other is making a hardware option a subscription. I personally hate that, but it just might make sense. People also rent houses and lease cars, why not add some customisation?

There might be a third question: Why do people even buy Beamers?