Not the first to embed a chip in his hand, and definitely not going to be the last, I think this approach is crazy. It seems to be a continuation of the body modification craze, as it had to be embedded by, not a doctor, but a tattoo parlor. I’ve heard of paying an arm and a leg for something, but dedicating one to the purpose of a specific car, kinda strange.

I guess you could call that brand loyalty.

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