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Consumer already paid for the damn vehicle. At least market that ad-bullshit as the cheaper freemium rental version and offer a no ads purchase version… They are not at all thinking about the consumer, only about filling their ever growing pockets.
It’s still a win-win. Sweden got the nuclear umbrella now (even with Trump because also France, UK), and Sweden brings a lot of conventional power to the weak east flank of the alliance (good for Baltics).