I'm a little sour on the whole "benefits customers" half of the equation. If I love history and have zero use for sports, I don't benefit by paying $2 more. So

I'm a little sour on the whole "benefits customers" half of the equation. If I love history and have zero use for sports, I don't benefit by paying $2 more. So it can benefit some customers, but it's not universal. With a car, they couldn't charge much for just Bluetooth or heated seats, and not enough people would pay for bigger wheels on their own. But then they bundle them and no on wants to pass on the first two so they accept the higher cost of the third, and the seller nets more overall profit. Still don't really see it as a benefit for most buyers though.