Earlier quoted context omitted.
Paying a one time unlock fee and paying a subscription on a hardware feature are vastly different things. You might still disagree with both, but they are different. Heated seats are a pretty standard upgrade that people will pay for, so I'm not sure that it makes much difference whether it's a physical upgrade or a software unlock, and there are valid reasons Tesla might choose a software unlock. But charging a subs…
It's not necessarily as different as it seems. When you buy a second hand Tesla from Tesla it can happen that a feature that the previous owner had has been disabled. Tesla has in fact been accused of disabling features of cars that were not sold through them. Does the 1000 USD upgrade buy the feature or merely enable it for the time that the owner owns the car?
However, I still see selling features as a software upgrade strictly as an alternative means* of selling upgrades. So the upgrade should be tied to the car, not the owner. The added bonus here would be that a second owner could unlock features that the initial owner didn't want.
*i.e. Tesla might decide it's better just to put the heated seats in all cars rather than manufacturing cars with and without.