Autopilot / FSD was a mess. Autopilot is very old tech and people confusing "self driving" with it, which it's not. We'll see how many pony up for FSD, but I think the play is to force people to try it.
They handed people free trials before, which is using the carrot and not the stick. Around where I live, with HW3, the last trial made it clear that it was just not worth it at all, as there's key areas around my house where intervention was mandatory.