I don’t know about you, but the one thing I’ve always though was missing from the driving experience was having a car I paid tens of thousands of dollars for start blasting me with ads now that it’s always connected to the internet. It wasn’t enough that there are billboards littered all around the roads we drive on for companies to try to capture our attention. I’ve always wanted them plastered on the increasingly large screen in my center console. I am, of course, being sarcastic. But we recently saw one of the inevitable developments from the “connected car” that automakers (and tech companies) have been pushing us toward for more than a decade. Starting on July 27, when BMW owners turned on their vehicles they were met with a special surprise: an exclusive ad for the new Spider-Man: Brand New Day movie. I found it kind of funny when I started seeing these stories. I saw the movie with a friend of mine, and there’s a scene where a BMW billboard is prominently featured for several seconds. When it appeared onscreen, I leaned over to my friend to comment on how the company had clearly paid to stick its ad in the movie. What I didn’t realize was that the movie also got its own ad beamed onto the center screen of every modern BMW vehicle. BMW owners were rightfully furious about the company’s decision to put an ad in their cars — and not just because they drive luxury vehicles. “BMW should stop with this shit,” wrote one user on the r/BMW subreddit. “I can't wait for the day that when you start the car, you have to watch a minute long advertisement,” said another. I think the drivers of pretty much any vehicles would be annoyed to