Apple/ATT/Verizon have disabled the iPhone Bluetooth so it cannot be used for Bluetooth internet connections.
Android and Blackberry allow the connection. You are already paying for your data usage but Apple/ATT/Verizon want you to pay twice by purchasing the Personal Hotspot Tethering option (another $30 a month) to get access to the data usage you are already paying for. Shameless commerce per Ray and Tom.
The iPhone will connect via the cars USB port (in Toyota's fer shure) and provide internet connectivity so it's a case of willing to plug and unplug vs. convenience of Bluetooth for $360 to ATT et al.
Not to put too fine a point on it, but EaglesPDX does not know what they are talking about.
This has nothing to do with which carrier you have or carriers wanting to ding you for internet access.
MAP is a Bluetooth Profile, the same as bluetooth profiles that allow you to do things like pair up headsets with your iPhone.
Why Apple stubbornely refuse to implement MAP (which would allow BMW iDrive, Toyota Entune, Ford Sync and others) to access SMS messages, emails, etc, is simply beyond knowing... but it has NOTHING to do with ANYONE other than Apple.
Apple, add MAP already!