Lou Whiteman

If and when these systems are ready for prime time, I don't think first mover advantage for Lemonade really matters here.

I think State Farm, I think Geico, I think everyone else can ramp up these systems pretty quick because they're all looking at this, this isn't going to catch anyone off guard.

Automakers have been thinking about this for a long time.

And so far, it hasn't come through.

Was it Mercedes that tried to charge you a subscription for heated seats?

I think it was BMW.

Or was it BMW?

This is a hard thing to change consumer preference on, if anything.

And this is why it's interesting.

I think you point out Tesla's actually behind here.

And they're charging for stuff that others include.

A lot of it, like with Honda, I know it's the premium models.

Not every model has it.

So it's a different way.

But

It's very rare that a company stops taking $8,000 upfront in return for $100 a month.

I think that's a sign of weakness.

I think that's an admission that it's harder to get $8,000 for stuff that others are getting from just spending $1,000 more on the base model.

I wouldn't be surprised if there's a continued push to get whatever is cutting edge

off of the standard and you pay for something.