I'm not saying that I don't like the concept... if that's what the car manufacturer thinks will get them a better profit it's up to them. I don't see the false

I'm not saying that I don't like the concept... if that's what the car manufacturer thinks will get them a better profit it's up to them. I don't see the false equivalency however. Heated seats are technically an extra physical item just like many other features of the car. Some people don't need them, nor air conditioners, nor radios. Some people may just want a frame, engine and body. It seems the manufacturer, in this case, has simply chosen to ignore the wishes of those consumers. After all, BMW is known to be a luxury car brand and usually won't target value conscious consumers. Reminds me of Lee Iacocca's funny, paradoxical quote... "People want economy and they will pay any price to get it". Including fooling themselves into thinking heating elements weigh nothing. Marketing departments will run with this and spin anything they can into extra profit; good on them! If you want, be my guest and buy the option to rent heated seats from BMW :-)