Is it really that different from the performance parts divisions of the major auto makers? Like Toyota uses TRD to build and sell aftermarket parts that you can get installed at the Toyota dealer. Mercedes does it with AMG, Ford with Ford Performance, etc...
It is 100% different. This isn't aftermarket performance parts (which is an incredibly narrow field of upgrades), this is updates and new features actively being provided to everyone who has purchased the vehicle. Hell, most cars require you to go into a dealer for a software update in the first place, don't even think about going in to get a new feature like cruise control installed unless you got it as a shoddy aftermarket replacement (OEM parts are generally hard to find aftermarket).
AMG also doesn't make parts anymore, they make tuned versions of existing cars, as new products.
