Infotainment screens get bigger with every new vehicle generation. Cash-strapped automakers tell investors they’ll charge subscription fees for even mundane features. It was only a matter of time before someone tried in-car ads. Turns out the pioneer was Tesla. And the automaker even figured out how to do it in a way that doesn’t upset every single owner. But some drivers aren’t having it.

Tesla’s Tron tie-in sparks debate

Tesla just dropped a teaser video for “Tron mode.” It includes a red startup screen featuring the logo of Disney’s new movie, Tron: Ares. It also shows a navigation screen with the icon for your Tesla replaced by a Tron “light cycle.” See the teaser below and read on for Tesla owners’ varied reactions.

Tesla owners on Reddit’s “Tesla Lounge” forum had mixed responses. Some didn’t mind the native advertising, saying Tesla can do this type of thing every update as long as drivers maintain control over whether or not they see it and it isn’t tied to a real functionality feature. Others actually applauded the creativity, calling it “100% an ad, just not your typical advert,” and even “clever.” Some were simply Tron fans excited for the tie-in, saying they’d “rock the aesthetic in [their] Tesla forever if they let me.”

One driver, however, questioned the partnership, asking when Tesla started “partnering with woke companies like Disney,” pointing out that Elon Musk had “just gone on a rampage last week against woke.”

The truth is that Musk went so far as to remove Disney+ from the Tesla Theater. Perhaps this tie-in was in the works earlier, or Musk can’t turn down the promotion money no matter how angry he is. It’s an especially intriguing dilemma because Musk has shared his love of cyberpunk sci-fi, a genre that includes the Tron franchise.

Some drivers feel Tesla has other updates it should be focusing on. One wrote, “They need to stop dicking around with this stuff and get me FSD 14!” Another suggested that if Tesla was getting paid by Disney, it should pay it forward: “Since it does feel like an ad, they should allow free FSD when it’s in use if they are getting paid for including it.”

Sadly, it’s unlikely Tesla will pass this income on to drivers. If it can get away with native advertising this time, we’re guaranteed to see more in the future. That’s a company that doesn’t fight for the users.