People are weird when it comes to buying car addons :) . Look at how much these 5-series upgrades cost: http://www.bmwusa.com/standard/content/byo/byohome.aspx?namo... .

I drive an '04 Civic, so it's all moot for me... but I'd guess that people are willing to pay ~$800 for the aesthetics of a HUD vs. the kind of phone mount you see in an UberX. Although who knows!