But he is at least getting paid.
The non-wrapped cars are working, too – but their owners aren't being compensated with even a coupon for the data being mined from them as they drive. Data about their preferences and habits, which is sold for money to interested parties – who in turn use the information to tailor and personalize the sales pitches they make to the same person who isn't being cut in on the action.
Who is the action.
Some of this is opt-in and even laudable, or at isn't objectionable – because you still have the choice to say nope – or because you do get something besides a sales pitch.
For example, Amazon is offering in-car delivery, making it possible to order stuff from the car and have the stuff sent to the car, wherever it happens to be – because Amazon knows where it is via GPS locater technology – and has the stuff you bought put into the car even if you're not in the car – because you've given Amazon the "keys" to your car (remote access to the trunk, etc.).