People buy Teslas because they go fast, get 300 miles to a charge and have five star safety ratings. "Software" is thing main thing capable of rivaling build quality and repair costs as the thing people most complain about. They're leaving a major untapped market for competitors to fill with electric cars that have tactile HVAC controls etc.

There was a meme a while ago where thing thing people used to want out of their car's entertainment system was satellite navigation and fancy everything, whereas the thing people want now is a dumb standard plug to connect their phone to the car's speakers.