It kinda sucks too that they gouge you to add software features later. I mean, I could see $100-200 bucks additional to turn a feature on after purchase, but the hardware is already there. A $2000 premium over the retail cost for an over the air upgrade is nuts. I know tesla has done this for some time now, but with making an 'affordable' car, they really should keep their new market in mind with these updates.
I assure you they are charging not a penny more than the hardware and development costs for AP 2.0. If they charged $200, they would be losing $7k per vehicle. That would bankrupt them immediately and prevent them from growing. Are you joking? And who said this new tech was supposed to be cheap? It's still affordable for a large portion of their market, and they're already going to have 100,000's of backorders once M3 goes into production.