🦔BMW is now running Spider-Man movie ads on the center console screens of connected cars, without warning owners first. The ads appear when the car starts up. BMW called it a "special surprise" in their press release. The campaign runs in over 70 markets through August 10. My Take I would be furious if I paid $70,000 for a BMW and had to watch a Spider-Man ad every time I started the car. This is not a mistake or a rogue product decision. BMW figured out the dashboard is a captive audience and sold access to it. The same company already charges monthly subscriptions for heated seats that are physically installed in the vehicle. The direction is clear. Once you have a connected device installed in someone's garage, that device becomes a channel to sell more stuff for the rest of its life. If you pay for a car and still get ads on the dashboard, the ownership model has shifted underneath you. The car is theirs. You are just paying to use it. Hedgie🤗