Physical goods should be required to follow the doctrine of first sale. There should never be any possible conditions on subsequent owners. If the first owner "unlocks" a feature, it should be unlocked for every subsequent owner.
That's like asking Intel to fix a processor you overclocked
It was abandoned due to backlash but that didn't stop Intel from doing artificial segmentation, so instead of buying a chip with "3MB" of cache and being able to unlock it to 4MB later, now you buy a chip with "3MB" of cache and 1MB of dark silicon that's permanently lasered off at the factory. I get the objections, but the alternative isn't really an improvement.
The year is 2023. The goal of Big Tech is the elimination of ownership and the rise of perpetual rental income.
I used to work for a radio shop, and it was reasonably common for us to remove the radio when customers did not want it in their new car. Some wanted to have no radio for religious reasons, some businesses wanted the absolute cheapest vehicle possible for their employees, most wanted to install their own aftermarket radio.
The manufacturer sold the hardware configured in a certain state; the same device could have been configured differently depending on price. Once the device is sold, the new owner is a petty tyrant over the state of his own property.
But if I don't own the heating "feature" (promise of a result), I don't care. I am pretty sure that the warranty indemnifies the company against the hardware actually being fit for said purpose and therefore will not guarantee a result anyway, so what do you "own" in the first place, if not the device itself?
[edit: grammar, readability]