Your link is garbage because it’s a paywall.

Easy. Health insurers will pay top dollar for it

They cant just be buttons. They have to be well thought out buttons. My old toyota had 3 big round knobs for the heater controls. Could adjust it without even looking. My new Toyota has heater control buttons but they’re tiny and arrayed in a row like a tiny piano. There is no space between each button and they all have the identical tactile feel. Have to take my eyes off the road for a few seconds just to find what I need.