A few days ago, my child had a birthday, and we booked a small birthday cake in advance. When I opened the box in front of him, we took the cake from inside, I saw his eyes lime, because the cake has his favorite Pichaku little doll.
Although he has already known that there will be a birthday cake. But I believe that he opens the box to see the pleasure and excitation of the cake, it is far more than eating the cake.
This similar scene, I estimate that everyone has encountered and feels. 
open red envelopes, demolition, and even daily online shopping, demolition, buy new mobile phone new computer unpacking. No matter what you have before you know, you will always look forward to it before you open the package; how much will be a bit can’t wait; the moment I opened, “WOW”, the body dopamine The concentration reached the peak.
I asked Siri, TA told me that dopamine is a neurotropic substance to help cell transfer pulse chemicals. This kind of sub-secretions and people’s lust, feelings are related to the excitement and happy information. In addition, dopamine is also related to various addictive behaviors.
From the beginning, psychological expectations are established, and it is expected that it is finalized to meet this expectation, which is in psychology. Very deep research and analysis. Even if the thing you get is not perfect, or it is not fully compliant, many people will now expect “next” after short losses and even dissatisfaction.
Numerous celebrities asked “What is your most satisfying work (performance), when you are most satisfactory (performance), they will smile, modestly:” Next ( Time). 
In this regard, I am not professional, I can’t explain this phenomenon with the professional theory of too many psychology, butIf you have also experienced this kind of pleasure, finally get a pleasant, then I believe that you must understand why now consumers are very important to the product’s OTA capabilities, and can accept manufacturers “to send hardware The software “new mode is.
Because every OTA is a process of stimulating dopamine secretion, the number is much, may be addictive.
The vehicle enterprises have drawn a variety of beautiful vision, powerful features, and huge development imagination, and gradually establish your psychological expectations, and then every OTA is a psychological expectation. Cash and satisfaction.
Taking Tesla’s recent OTA, some Tesla owners found that the latest push new version was found, the original The kinetic energy recycling option setting disappeared, this change even caused a lot of business owners and complaints. No matter how Tesla will restore this function, or insist on constant, but at least for the owner, everything is possible.
Of course, Tesla each time OTA, more or less will fix some bugs, or add some new features, or improve some experience, and praise is more than a poor ratio. So now I have a new function or new information in various tests every time I have an abroad, which will cause a warm discussion of countless owners in China. Because as long as you can be OTA, they may enjoy the latest technology, even if this is just a possibility.
In this way, cycle reciprocation, as long as it can be OTA, there will be hope in the future. What will happen in the future? You don’t know, but there is always good, experience is always fresh. 
In the past, you spent new cars just bought, usually it is already its best state,If you have received the manufacturer’s notice, you need to go back to 4S “upgrade” (recall), most of them are not good, don’t expect any new features or experience, can be as good as the past is already the biggest wish.
So why to play modification, brush a computer program? In the end, it is necessary to find fresh and enjoy the experience. Taking our company’s colleague as an example, in the past, each fuel car bought back, it is constantly tossing various modifications. But since it became Model 3 owners, the car only replaced the wheels and brake pads. The light is enough to play with the car system and the automatic driving function. It is also pleasantly collected and drilled into a variety of electric vehicle technology.
For nearly half of the year, I have the most impressive, Ideal One 2.0 system, as well as OTA upgrades in the NIO OS 2.7 version. Ideal One has greatly optimized the UI interface of the vehicle system, and the truck parallel warning function was first launched. The OS version 2.7 is officially launched NOP navigation auxiliary driving function. This is a major and meaningful upgrade improvement for the owner users of the two brands.
For the car OTA, I want to borrow Xiaomi’s words to describe it is the most suitable: “Always believe in a good thing is about to happen.”
Now we are popular with pits, I also dig one of them. If this article “Sight” number breaks 1000, after our ES6 and P7 receives the latest version of OTA push, I will not eat without sleep, but also bring you the latest experience report for everyone!