I think the third is fine depending on how it is implemented. For example if the heated seats have a simple controller that requires a passphrase to enable and

I think the third is fine depending on how it is implemented. For example if the heated seats have a simple controller that requires a passphrase to enable and when I purchase the feature I get that passphrase then it seems reasonable. If the feature is implemented by locking down the whole infotainment system or I need a new passphrase every month and its going to break when Tesla servers are down then I am less fine with that. I think if you can accurately lock off a feature without affecting the rest of the user's freedom than that is pretty fair. (Sort of like CPU manufactures burning fuses to disable cores or features) But if the lock depends on locking down the entire system and restricting how I use the bits that I did pay for then I start to have a problem with it.