The dealer explained that this is a "critical safety feature" that they install on all the vehicles they sell. He then explained that it makes the brake light flash whenever you press the brake pedal. I read about it for 10 minutes, and found there's a legitimate system in use in Europe that detects emergency braking and flashes the brake light. Since that system detects emergency braking and not just pressing the brake pedal, it doesn't go off all the time and actually means something to other drivers. The Pulse system is just a $30 part that's spliced into the wires right behind the brake light, that the dealer gets to charge $400 for it. And it annoys everyone driving behind you.
I live in a small town on an island with 14 miles of road. There were about five vehicles here five or ten years ago with this system, and they stood out because we all start to recognize each other's cars in an isolated town of 10,000. All of those cars are gone or have had the system removed. I told the dealer I'd look like an a***e to bring that system back to our town. He called back later to say I was lucky and they hadn't installed the system on this particular vehicle yet, and he got special permission to sell me one without Pulse. I told him I found a dealer that wasn't trying to upsell useless parts and hung up.
I've heard of people buying new without running into this kind of tactic. But this is the first time I've ever bought a new vehicle, and I ran into almost every issue I've read about when dealing with new car dealers.