The service is called Lexus Insider (sounds like “inside information” right?) but the topic of the three minute or more messages is at Toyota’s discretion. Among the topics noted in a USA Today article: how to use car features or suggested scenic drives. The opt in system will allow users to see “new messages” when the car starts and to select those of interest. Of interest to me, there’s no suggestion the messages are location-based, but may be based on the car’s home ZIP Code or vehicle type.
I think Toyota will have to do more to make this sound appealing enough for drivers not to ignore. For now I expect it to be “ignorable.”