That's certainly an opinion. Mine is that participating in leeching their freebies and not actually engaging in the platform in a meaningful way costs them money with zero benefit. They're giving away games to get people into their ecosystem. If players aren't participating in the ecosystem, then it's not working and just costing money. This is techbro 101.
You're entitled to your opinion. But you're not changing my mind on this.
I don't know this to be a fact, but we own a Kia targeted by this whole 'challenge' business, and my understanding is that this issue is primarily because remote start was a factory installed feature for most of the generation and the "software update" that enhances security prevents remote starters from working.