I don't understand the big deal, I look at the price and features and see if it makes sense for me. Nothing wrong with market segmentation. Some people want a fancy brand car as a checkbox but can only pay so much, for others a little extra is no big deal. The only way to find out who is who is offer different packages for different price, even if the differences are more economically controlled by software. Would anyone really prefer not being able to afford a luxury brand at all, or paying more than they are comfortable with? This way, wealthy consumers effectively subsidize hardware for less wealthy consumers.