It is a one-time $2000 upgrade on my car. Dunno about others, but the subscription being a "for the life of the vehicle" purchase seems like the lousy part of this deal.

Only available on the Model 3 LR AWD.

And this wasn't a feature when it first came out, but I wonder if Tesla planned it from the beginning, or if it's something they decided to start offering only after people started noticing that the motors and battery on the LR AWD were the same as the Performance and started asking for a software unlock.