This is not true. They are binned by capability, and sold at different price points.
I don't mind that idea - if it turned out installing heated seats failed in say... 28% of installations, fine - charge me more for a model with functioning heated seats.
Instead - this is introducing a fixed, recurring charge, and undermining the concept of ownership. That heated seat has zero cost for the manufacturer after installation, and that should be reflected in the costs to the consumer.
I find this a pretty un-ethical (appalling - really) attack on ownership, and long term, a way to undermine the used market for these goods (attack on doctrine of first sale).
Frankly - I think this should absolutely be targeted with regulation. This is literally rent-seeking, with no potential upside.