They offset the cost with services. My pickup has a service where, for $15/month, I can replicate everything the key fob does for free, but with longer range using my phone. I don't pay for it; in 9 years of owning the truck, not once have I had a need to unlock the doors or remote start it from farther away than the key fob reaches, but each person who does pay for it - and you know there are many out there that are all in - probably offsets the cost for several who do not.

If it offered more features, like letting me know how much fuel is in the tank or the condition of the filters and tire pressures - all of which is available in the on board computer - I'd be more interested, but I'm still not sure I'd pay $15/month for that.

Jokes on them, though - it has a 2G radio in it, which is now useless. They keep trying to get me to buy their upgraded radio for it "so I can keep using those services" that I don't use. I was like, send it to me free and I'll consider it, but they want me to pay $150 or something for it. Pass.

I intend to keep that pickup as close to forever as possible.