Also does that explain why Mazda has some of the lowest customer loyalty rates in the industry? Fact is that most people who buy Mazda's, end up leaving the brand once it's time for a new vehicle(like myself). If they started including some of these minor features that people want(illuminated door switches, capless filler system, Apple CarPlay) especially considering they are trying to 'take the car to another level'(Per Dave Coleman) it might do them some good. Also they need to start including some features reserved for premium cars like cooled seats, 360 camera, etc...if they want to call their cars 'premium'. Honda/Toyota has to reserve these kinds of features for their premium brands(Acura/Lexus) but since Mazda doesn't have a premium brand, I don't see why they just don't add these options as another package.