Heated seats is a luxury, sure. But what about music? Kitchen appliances? Movies and TV? Productivity software? Transportation?
All these things are things we own much less of (or "own," as it were, since we got to keep physical custody of the bits, and they didn't try to authenticate against a web service)
The situation is positively feudal, people are sharecropping increasingly large parts of their lives. And the lords sit in their castles, surrounded by yes-men, pushing the limits of legality and ignoring the cries of the people that make their businesses happen.