What does that even mean?

Ownership is compromised a bundle of rights. If it's your bundle, you can split them up however you want, sell whatever kind of limited or unlimited licenses that can come up with, and this applies to real, personal, and intellectual property.

If it's not theft, why does the greed and unfair practices of the industry matter? Why does there need to be any justification or excuse?

Should definitely have a right to repai; with any other property right you generally have a duty to maintain the access to your interest. I recently unlocked a bunch of premium features in my car. HD radio, comfort window roll down (rolls down 2" with a tap") auto tailgate close (had auto open, but not close, had to hit a button on the lid to close), auto side mirror tilt down in reverse, roll down windows from keyless entry, close tailgate from keyless entry.

If I understand the interface at all, it's pretty openly accessible (if you have the right OBDii port adapter and software, which ironically you need to buy a license for). Code looked fairly straightforward, and by that I mean it looked like other computer code I've seen. Wonder what the original price was for those extras were from the dealership, probably over 10k.