This was applied to my '18 Tacoma - if you read closely, you paid around $500 in your initial contract, it's often under "dealer's add-ons" or "fees".
You cannot opt out because it's already been done. Reapplication is a great way to get you in the door... You'll either buy some maintenance service or another vehicle from them is their bet. Either way, you paid for something they re-do for free and they get to try to build a relationship with you once every 6 months. Maybe out of 10 cars it actually costs them a paint job, but the chance to build a loyal customer base is much more meaningful.
Anyone care to add their "over time" experience?
Jon