A slow roll out makes sense though after hearing some replies from Mazda on this via Twitter. They don't want to piss off dealers or owners and they surely would if it was available in every car on say, Sep 1st. If it, indeed takes 2 hours and I one dealer can do 4 or 8, maybe 12 cars a day. In addition to "normal service"? Maybe 4 or 8.
Dealers would be swamped and imagine how pissed you'd be if you called for an appt on the first. If you'd even get through, imagine being told "we can get you in on March 3rd".
Slowly roll it out. Maybe not this slow...but all at once would be disasterous.
OR let customers buy the sku from dealers and publish a DIY (flash)