- BMW is displaying full-motion advertisements, such as a Spider-Man promo, on the center screen of new cars, angering owners who already pay high monthly payments.
- The ad appears as a banner when the car starts, and users can choose to play a full-screen animation with music and ambient lighting, but critics see it as an unwanted intrusion.
- BMW frames the ads as a 'special surprise' or 'exclusive animation,' but owners feel the company is treating them as revenue targets rather than valued customers.
- The author argues that a car should be a sanctuary from advertising, and that BMW is breaking a sacred covenant by introducing ads into the vehicle's interior.
- BMW has previously faced backlash for subscription-based features like heated seats, and this ad move is seen as another example of prioritizing profit over user experience.