Earlier quoted context omitted.
So people should not have the option of paying less of paying less for less features? Everyone must pay for features that only a subset of customers use? You make a common argument that's deceptively anti-consumer. Yes, this can be abused - but that's a different argument.
If they sell you a car with heated seats, you should have heated seats. They already sold you the heated seats, you already have the heated seats, and they just want more money for something they already got money for, and you already have.
Imagine that 1/2 of the owners want heated seats. It is more cost effective to just install the hardware in every car rather than creating a new production line. These owners now need to pay 2x the raw cost of installing the seats (because they need to cover the cost of installing the hardware in the car that won't purchase it) in order to cover the cost (and of course there is some profit margin on top). But this can still be much cheaper than the extra overhead of setting up a second production line. But in this model the price of the car that didn't pay for the seats hasn't changed. The cost increase is covered by those who do pay for the seats. Making two separate production lines would raise the cost (of both models) for no benefit. Adding the feature to all cars would necessitate raising the price for the base (and only) model to cover the additional manufacturing cost.
(Ok, money is fungible so it is a little hard to say anything for certain, but in theory it is rational and fair)