That's exactly right. If they want $6000 dollars more for the car over the lifetime of the car, the $6000 being right there in the sticker price might dissuade some buyers. But if they say it's $60/month, now you're only looking at the sticker price, and the Mercedes is cheaper than the everything-included BMW, so you buy that instead. (Sorry, I don't know enough about cars to know if Mercedes vs. BMW is a comparison that people make. I never even got a driver's license.)

This additionally acts as a nice A/B test; you sell the same car and get data on whether or not people would pay $6000 more for it to be faster.

I reflexively hate this, but it seems so rational to me.