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The idea is pretty cool but the execution seems lackluster.
BMW charging £70 (or whatever $ equivalent) for a 5 keys is always a nice touch though. We know we're charging you for a digital copy but at least you get 5.
Now I can drive my rented (leased) BMW with my rented (leased) iPhone, pay monthly for entertainment system and soon pay monthly for a key. Ownership is so yesterday. Welcome to neo-capitalism. </end rant>
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