Sounds like a money grab, they are turning a feature into a subscription.
I bet being "free" for 3 years is based on their typical lease term. This way the second owner generates some extra cash flow. Many businesses are moving to recurring revenue models.
The feature must already be in the vehicle's software, they just changed where the switch is located. Instead of physical buttons on the door they are now on a smart phone app which appears hip and cool. Ohhh look what my phone can do. Granted this is pretty awesome but what's wrong with just having a button on the door to move the seats?
Hyundai Blue Link | 3 Years Complimentary Blue Link | Hyundai has an FAQ at the bottom of the page that provides some more info. Nothing about moving the seats however if you can remote start and set the temp moving the seats/mirrors is well within the realm of possibilities. Just need confirmation from Hyundai and what can be done on the SC. Its likely limited to the higher end models too logically.
I would love to launch an app and turn the A/C on after a fishing trip so I arrive at a nice cool vehicle - I would pay for that so I guess their subscription model is going to sucker me in. My worry is when future tech renders this obsolete and/or Hyundai drops support for it.